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School Owner Talk

School Owner Talk

By: Allie Alberigo & Duane Brumitt
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 Taking Your Martial Arts Business To The Next Level!© 2018 - 2024 SchoolOwnerTalk.com Economics
Episodes
  • 425 | Breaking Third Wall: How to Get Martial Arts Families Fully Committed

    425 | Breaking Third Wall: How to Get Martial Arts Families Fully Committed
    Sep 24 2025
    425 | Breaking Third Wall: How to Get Martial Arts Families Fully Committed Podcast Description In Episode 425 of School Owner Talk, Duane Brumitt and Allie Alberigo tackle one of the toughest challenges in the martial arts business: getting clients and families fully committed and dedicated to your program. They explore the concept of "breaking the third wall" - stepping beyond just teaching students to actively engaging parents and building a true martial arts community. From families who treat your school like a gym membership to parents who become spectators instead of participants, this episode reveals how to turn quick signups into lifelong raving fans. Learn why commitment has become rare in today's world and discover actionable strategies to build deeper connections that transform your martial arts school culture. Whether you're struggling with retention, dealing with uncommitted families, or looking to build a stronger community, this conversation provides real-world solutions for creating the kind of engagement that leads to long-term success. Key Takeaways Understanding the Third Wall Concept Breaking the Third Wall Definition: Just like Deadpool talking to the movie audience, breaking the third wall in martial arts means stepping beyond just teaching students to actively engaging parents and connecting lessons to real life. The Theater Analogy: Your martial arts students are the actors, you're orchestrating the performance, but parents are the paying audience who need to be entertained and engaged, not just watching from the sidelines. Beyond Technique Teaching: The difference between teaching a sidekick and teaching confidence is making the connection clear to parents so they understand it's not just physical technique. The Commitment Curve Challenge Modern Commitment Crisis: People will binge-watch eight seasons in a week but can't commit to showing up for a 45-minute class twice weekly. Commitment has become increasingly rare. The Honeymoon Phase Problem: Signing up is easy at the height of motivation, but getting past the quick honeymoon phase is where real work begins in building lasting commitment. Village Mentality: Success requires parents understanding they're part of the team and solution, not just paying the bill. If they want amazing results, they must put in effort too. Real-World Engagement Strategies Parent Code Implementation: Establish clear expectations through formal parent codes read at every belt ceremony, reinforcing that parents come alongside their children rather than just dropping them off. Periodic Check-ins: Schedule regular meetings (every 3-6 months) with students and parents to discuss progress, set goals, and maintain future-casting vision for continued growth. Video Communication: Replace traditional cards with personalized videos sent through text or email, creating deeper connections and showing parents specific moments of their child's progress. Action Steps for School Owners [H3] Start from Day One Trial Class Engagement: From the very first trial, communicate that success requires village mentality. Invite parents to be part of the solution, not just observers. Future Casting: Help parents see what their child can achieve in 6-12 months based on what they said they want. Make it tangible and visible, not philosophical. Build Systematic Engagement Create Parent Codes: Develop written expectations that parents commit to, emphasizing their role in their child's martial arts journey. Read these at every belt ceremony. Implement Check-in Systems: Schedule regular progress meetings (via Zoom or in-person) to discuss goals, celebrate achievements, and recommit to the next level. Use Technology for Connection Video Communication: Film 30-second personalized videos for new students, progress updates, or encouragement. Upload to YouTube (unlisted) and text the link through your management system. ...
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    50 mins
  • 424 | Martial Arts School Culture: Motivating Students and Families to Engage

    424 | Martial Arts School Culture: Motivating Students and Families to Engage
    Sep 17 2025
    424 | Martial Arts School Culture: Motivating Students and Families to Engage Podcast Description In this episode of School Owner Talk, Duane Brumitt and Allie Alberigo tackle one of the biggest challenges facing martial arts school owners today: getting students and families to truly engage with your school culture rather than treating it as just another transaction. From parents who drop off their kids and disappear to families who resist participating in events, this conversation reveals why some families buy into your martial arts school culture while others remain perpetual spectators. More importantly, discover actionable strategies to transform disengaged families into active community participants. Whether you're struggling with low event attendance, parents who won't engage during classes, or students who go through the motions, this episode provides real-world solutions from two school owners with decades of experience building thriving martial arts communities. Key Takeaways Building Culture Beyond Personality Culture vs. Personality: Successful martial arts schools must evolve beyond the owner's personality to create systematic culture that works with any instructor. This requires frameworks, scripts, and consistent messaging that maintains your values regardless of who's teaching. The Transaction Problem: Many families treat martial arts schools like daycare - drop off, pick up, never engage. This hurts retention, referrals, and the transformative potential of martial arts training. Teaching on Two Levels Strategy Dual-Level Instruction: Effective martial arts instructors teach simultaneously to children and parents. While kids learn techniques and discipline, parents learn parenting strategies and see character development in action. Breaking the Third Wall: Don't just teach the child - actively engage parents by explaining what they're witnessing and why it matters for their child's development outside the dojo. Systematic Engagement Tools Parent Code Implementation: Establish clear expectations through formal parent codes read at belt ceremonies. This creates accountability and reinforces your martial arts school culture consistently. Word of the Month Programs: Use monthly character themes with "I Am" statements, hand movements, and take-home stories to reinforce values both in class and at home. Multiple Touchpoints: Leverage ChatGPT and technology to create consistent messaging through apps, Facebook groups, stories, and parenting tips that support your culture-building efforts. Action Steps for School Owners Create Systematic Culture Develop Framework Scripts: Create lesson plans and scripts that maintain your martial arts school culture regardless of which instructor teaches. Include word-of-the-month scripts, parent interaction guidelines, and consistent messaging. Implement Parent Codes: Establish formal expectations through written parent codes that emphasize their role in their child's martial arts journey. Read these at every belt ceremony to reinforce engagement. Engage Parents Actively Break the Third Wall: Train instructors to actively engage parents during classes. Point out character development moments and explain the deeper lessons behind techniques and corrections. Create Multiple Touchpoints: Use technology to maintain consistent communication through apps, social media groups, and automated content that reinforces your martial arts school culture between classes. Build Community Connections Host Regular Events: Organize Halloween parties, tournaments, and special programs that bring families together and create connections beyond regular classes. Implement Upgrade Programs: Use leadership programs, storm teams, and advanced training to create deeper engagement opportunities that involve both students and parents in the interview and advancement process. Additional Resources Mentioned
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    1 hr and 1 min
  • 423 | What I Wish I Knew Starting My Martial Arts School vs. What I Know After 30+ Years

    423 | What I Wish I Knew Starting My Martial Arts School vs. What I Know After 30+ Years
    Sep 11 2025
    423 | What I Wish I Knew Starting My Martial Arts School vs. What I Know After 30+ Years Podcast Description In this candid episode of School Owner Talk, Duane Brumitt and Allie Alberigo get real about the lessons they've learned running martial arts schools for over three decades. From the mental toll of business ownership to the evolution of student expectations, this conversation reveals the raw truth about what it takes to build a successful martial arts school. Whether you're a new school owner struggling with the realities of running a dojo or a veteran looking for validation that you're not alone in your challenges, this episode delivers honest insights about the journey from naive beginner to seasoned school owner. Key Takeaways The Mental and Emotional Challenges The Mental Toll Reality: New school owners are often unprepared for how mentally taxing business ownership becomes. The inability to "turn off" thoughts about your school can be overwhelming, but naivety in the beginning can actually be protective. Student Retention Pain: Taking student departures personally is natural but destructive. Veteran school owners learn to guard their emotions while still caring deeply about their students' martial arts journey. Business Management Lessons Business vs. Art Mindset: Many martial artists struggle with the transition from viewing martial arts as a pure art form to running it as a legitimate business. Understanding profit margins, expenses, and financial management is crucial for long-term success. The "Fire Fast" Principle: Both difficult students and problematic employees should be removed quickly rather than given endless chances. Having clear policies (like a three-strike system) protects your school culture. Student Communication and Systems Communication Evolution: Learning to effectively communicate the intangible benefits of martial arts to parents is essential. Breaking the "fourth wall" during classes to help parents see character development in action dramatically improves retention. Systems Over Chaos: Implementing structured onboarding processes, conduct policies, and attendance requirements eliminates repetitive questions and creates accountability. Action Steps for School Owners Financial Management Develop Financial Literacy: Know your exact monthly expenses (personal and business) down to the penny. Track profit margins and understand where every dollar goes. If you can't explain your numbers, you can't improve them. Student Management Systems Create Clear Conduct Policies: Implement a structured discipline system with consequences that escalate appropriately. Document everything and ensure parents sign agreements acknowledging these policies. Build Onboarding Systems: Create videos and documentation that answer common student questions automatically. Stop answering the same questions repeatedly about belt requirements, uniform care, and school procedures. Establish Attendance Standards: Require minimum class attendance for belt testing. This creates accountability and ensures students receive adequate training before advancing. Communication Strategies Practice Emotional Boundaries: Accept that some students will quit regardless of your efforts. Focus your energy on students who are committed rather than chasing those who aren't invested. Communicate Benefits Actively: During classes, explicitly point out to parents when their child demonstrates perseverance, respect, or other character traits. Help them connect martial arts training to the outcomes they want. Additional Resources Mentioned Onboarding Matters by Donna Weber - Referenced as a game-changing resource for creating systematic new student processes Yardsticks by Chip Wood - Age-appropriate developmental learning guide recommended for parents The Black Belt Parent by Solomon Brenner - Parenting resource that connects martial arts principles to chi...
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    54 mins
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