Starting a dojo

[Monkey Turned Wolf]

I'm at the point in my martial arts career where I want to start a new dojo. The difficult thing is figuring out A) where to create it and B) how to make money from the get-go.

I'm currently unemployed after quitting my last job, and being supported by my wife. Which is fine, but it means that I've got the time, and also have a need to get money in some way.

I've got a couple locations as possibilities, but they require a fee per session, and offer no real marketing, just the space for it. And I've got the ability to train people in the grass near my apartment, but again that'd be purely who I can reach with no marketing. So I'd need some way to get students, figure out a way to market without losing money (I can invest a bit but it'd have to be worth it), and retain students until I can start renting a space.

My main idea currently involves getting friends in the area I'll train for free to give the impression of a full class, while reaching out via groupon and meetup.com to try to get additional paying students, but idk how effective that will be.

If anyone has any good ideas towards getting a student base from nothing, I'd appreciate it.

 

[J. Pickard]

Start off working a different job part time teaching out of cheap/free places like parks and community centers. as you build your clientele you can expand into your own facility. As someone who has struggled with the idea of making money while still maintaining the integrity of the art for years here is my two cents.
1. Don't be afraid to charge what you are worth and charge for extras. If you have to spend money and time on something then you should be charging for it. It's easy to get in the habit of giving things away for free because it's your passion and you want to see other people succeed in it, but that's how schools go under. If you pay for a belt then you should charge for a belt. If testings are on an additional day separate from regular class then they should be an extra fee, etc.
2. Kids will be your bread and butter for striking arts, a good place to start is offering your services to local school/public rec groups. Homeschool groups are a great place to start as well.
3. contracts and membership plans can help layout the concept of long-term benefits to those that tend to be more short sighted and used to instant gratification. They aren't a must, but they definitely help
4. If you are in the US, buy as soon as you can and avoid renting long term. Rent in most of the country is much higher than a business mortgage. Where I'm at rent is usually triple or more what a mortgage would cost.
5. Don't forget to account for the little expenses; office supplies, cleaning supplies, insurance, maintenance and upkeep, mats, toilet paper, hand soap, etc.
6. always make sure your liability forms are iron clad by having a lawyer write them or look them over and always keep them updated at all times.
7. Keep your facility clean!

These are just a few things that come to my mind right away. Best of luck.

 

[Gerry Seymour]

Offering weekend seminars at the local Y was a reliable way to find a few students for me. Folks got a chance to experience my teaching style like taking a free class before joining.

 

[Monkey Turned Wolf]

Offering weekend seminars at the local Y was a reliable way to find a few students for me. Folks got a chance to experience my teaching style like taking a free class before joining.

When you did that, did you have a specific location for them to continue?

 

[Gerry Seymour]

When you did that, did you have a specific location for them to continue?

I did. The idea was for folks to be able to join right away. I did seminars that took 2 days (successive Saturdays), and started class the next week (also on Saturday). Mine were continuing at the same location, but I don’t think the outcome would have been wildly different had it been elsewhere nearby - none of the attendees were regular Saturday folks at that Y. Likely one or two fewer would have joined.

 

[Monkey Turned Wolf]

I did. The idea was for folks to be able to join right away. I did seminars that took 2 days (successive Saturdays), and started class the next week (also on Saturday). Mine were continuing at the same location, but I don’t think the outcome would have been wildly different had it been elsewhere nearby - none of the attendees were regular Saturday folks at that Y. Likely one or two fewer would have joined.

I may somepoint soon call you to clarify that, since I'm a bit confused about how you had it working

 

[skribs]

Look into what's available in your community. My community Facebook group allows businesses to post ads on Mondays.

 

[Gerry Seymour]

I may somepoint soon call you to clarify that, since I'm a bit confused about how you had it working

Please do. I’m typing on my phone, so I’m not using enough words. I’ll be around most of tomorrow if you want - just text me first, to make sure I’m not at PT or something.

 

[jks9199]

Make a business plan. Review it with someone who knows what they're doing. Revise your business plan.

Seriously.

Right now, you're like a good cook wanting to open a restaurant. You don't know enough about running the business to do it right.

Maybe consider a program like Premier Martial Arts which franchises their name and "secret sauce" to make a successful business. Note -- I'm not endorsing Premier, or their approach -- just using an example I know of. I'm sure there are others.

 

[skribs]

@Monkey Turned Wolf please post updates on this as you go about starting your own dojo. I'm getting ready to open my own in the near future as well, and any insights you have would be great. I'd also like to be able to reach out to you for advice when I get ready, since you will have very recently opened yours.

I wish you good luck and great fortunes.

 

[JowGaWolf]

I'm at the point in my martial arts career where I want to start a new dojo. The difficult thing is figuring out A) where to create it and B) how to make money from the get-go.

I'm currently unemployed after quitting my last job, and being supported by my wife. Which is fine, but it means that I've got the time, and also have a need to get money in some way.

I've got a couple locations as possibilities, but they require a fee per session, and offer no real marketing, just the space for it. And I've got the ability to train people in the grass near my apartment, but again that'd be purely who I can reach with no marketing. So I'd need some way to get students, figure out a way to market without losing money (I can invest a bit but it'd have to be worth it), and retain students until I can start renting a space.

My main idea currently involves getting friends in the area I'll train for free to give the impression of a full class, while reaching out via groupon and meetup.com to try to get additional paying students, but idk how effective that will be.

If anyone has any good ideas towards getting a student base from nothing, I'd appreciate it.

Sounds like a good experiment from Ai. I can post what Ai spits out if you are interested.

 

[Prince_Alarming]

Just a thought, but when our club started we would just meet wherever sensei could afford from class fees, then eventually something was available that was right. Keep us posted!

 

[JowGaWolf]

Here's how I did it.
1. Build a group that meets regularly
2. Practice in the park or somewhere visible to the public.
3. Go to Linkedin and let the Linkedin community know that you are in need for a training location where you can train inside with your group. In my case a private school rented out some space for cheap. Other people may be willing to do the same thing.

For Me having a group of people meeting frequently and often was key. The size of the group wasn't that important. People want to know if your group is something that they can count on to be there or is it something that is going to have a short life. People like stability and they rely on stability. If they are going to invest their time with you then they want it to be lasting.

 

[JowGaWolf]

CoPilot

Sounds like a good experiment from Ai. I can post what Ai spits out if you are interested.

For those who may be curious. I thought I would just post it.

Phase 1: Build a Student Base Without a Permanent Location​

• Leverage free & low-cost spaces: Parks, community centers, school gyms, and church halls often allow martial arts classes with minimal costs.
• Use referral incentives: Offer free trial classes and discounts for students who bring friends.
• Local marketing: Community Facebook groups and neighborhood events help reach people looking for training.
• Weekend seminars: As Gerry Seymour suggested, host introductory workshops at the YMCA or similar venues.

Phase 2: Strengthen Financial Stability​

• Set pricing carefully: Avoid undervaluing classes. Charge for belts, testing, uniforms, and additional training resources.
• Membership plans: Monthly contracts or packages help secure steady income.
• Target homeschool groups: Many parents seek structured physical activities for their children.

Phase 3: Secure a Dedicated Training Space​

• Short-term rental partnerships: Try renting time at an existing martial arts facility or gym.
• Explore business financing: Before fully renting or buying, research small business grants and financing options.
• Plan for long-term commitment: Owning a space outright is ideal, but may take time.

Marketing Adjustments​

• Groupon caution: It’s good for exposure, but tends to bring short-term bargain seekers rather than committed students.
• Meetup for community outreach: Use it to organize trial classes and interest-building events.
• Storytelling in social media ads: Share training philosophy through short posts or video clips.

Overall, Monkey Turned Wolf is on the right path but should think long-term and diversify recruitment strategies for steady growth. Would you like insights from other dojo owners on similar startup challenges?

 

[skribs]

Another idea: see if you can partner with local schools. For example, one Taekwondo school in my area recently covered PE classes for 2 weeks. You could also run a demonstration (although that works better once you're established and can have a demo team).

 

[JowGaWolf]

Another idea: see if you can partner with local schools. For example, one Taekwondo school in my area recently covered PE classes for 2 weeks. You could also run a demonstration (although that works better once you're established and can have a demo team).

Some school systems do not allow outside organizations to market to their kids. The work around for this is it work with the city and county recreation departments who may advertise within the schools. If you provide programs for recreation departments then they will market your program within the school systems, as long as your class is being held within that recreation departments property. The recreation department will also advertise your class as part of their activity offers even though you are not working for the recreation department. It will require a small fee to rent a room, but it's worth it for the amount of students you may receive from those type of interactions.

I would ask friends and family to register for the classes in order to create an initial demand. Demand is kind of funny. If you gather 5 to stand around a soda can and have them point and look amazed at that can, then other's will join. Before long you'll have 20 people looking at a can trying to figure out why everyone else is looking at it. Plus the extra bodies look good to the recreation department .

 

[Monkey Turned Wolf]

Right now, you're like a good cook wanting to open a restaurant. You don't know enough about running the business to do it right.

I think this is a perfect analogy. To take it further, I've decided what type of restaurant it will be and created/practiced the menu for it, but don't have the rest of the backbone yet.

How do those MA franchises work? I'd want to be still teaching what I want, rather than becoming an instructor/owner following someone elses art/curriculum

 

[Monkey Turned Wolf]

CoPilot

For those who may be curious. I thought I would just post it.

Phase 1: Build a Student Base Without a Permanent Location​

• Leverage free & low-cost spaces: Parks, community centers, school gyms, and church halls often allow martial arts classes with minimal costs.
• Use referral incentives: Offer free trial classes and discounts for students who bring friends.
• Local marketing: Community Facebook groups and neighborhood events help reach people looking for training.
• Weekend seminars: As Gerry Seymour suggested, host introductory workshops at the YMCA or similar venues.

Phase 2: Strengthen Financial Stability​

• Set pricing carefully: Avoid undervaluing classes. Charge for belts, testing, uniforms, and additional training resources.
• Membership plans: Monthly contracts or packages help secure steady income.
• Target homeschool groups: Many parents seek structured physical activities for their children.

Phase 3: Secure a Dedicated Training Space​

• Short-term rental partnerships: Try renting time at an existing martial arts facility or gym.
• Explore business financing: Before fully renting or buying, research small business grants and financing options.
• Plan for long-term commitment: Owning a space outright is ideal, but may take time.

Marketing Adjustments​

• Groupon caution: It’s good for exposure, but tends to bring short-term bargain seekers rather than committed students.
• Meetup for community outreach: Use it to organize trial classes and interest-building events.
• Storytelling in social media ads: Share training philosophy through short posts or video clips.

Overall, Monkey Turned Wolf is on the right path but should think long-term and diversify recruitment strategies for steady growth. Would you like insights from other dojo owners on similar startup challenges?

Thanks for this. Some good insights here for me to think on.

 

[JowGaWolf]

Thanks for this. Some good insights here for me to think on.

If you are willing to share the city and state then I may be able to find something specific for you.

 

[isshinryuronin]

Thanks for this. Some good insights here for me to think on.

Advertise the "no touch knockout" and "three finger exploding heart" techniques and "black belt guaranteed in one year." Don't forget to mention you are a direct disciple of Master Ken. These are just a few ways to spice up your marketing and put you ahead of the competition.

If you don't like these particular suggestions (and I hope you don't), at least remember to have something to set you apart from all the other MA options available out there.

Initially, go after as wide a group aspossible, but use a separate ad for each market segment (self-development, kids, sport, spiritual, hardcore, social, self-defense, exercise, etc.). People may not know what they're really after till they get exposed to it. If you don't first "get them in the door" they won't have an opportunity to judge for themselves if what you're offering is for them.

Good luck.

How do those MA franchises work?

Not a fan. IMO it's money going out the door for stuff you can mostly do yourself. And you need the cash for short-term, immediate results. Franchises take months to give you a return on your investment. Most beginners have no interest or even awareness of MA organizations, so belonging to one may not be a draw. Once you get a toehold down the road you may want to take a look at it.