Unexpected developments and a request for advice from gym owners

Tony Dismukes

MT Moderator
Staff member
So, I've been training out of the same gym for 18 years now. Teaching for 15.

The gym has always been kind of chaotic and teetering on the edge of profitability. My coach is a good guy and a top-notch martial artist, but not really much of a manager or businessperson. In recent months the level of management had dropped even lower as various health issues prevented him from attending to business necessities.

Over the weekend, we found out that due to his health, my coach was going to be moving out of state to be close to the rest of his family and that the gym was going to be closed down. This caused much consternation among those who love the gym and its place in Kentucky martial arts history. I was also very concerned about our current students and making sure that they were taken care of fairly.

As of last night a small group of us signed papers to form an LLC to take over the gym and keep it running. I am now head instructor, co-manager, and part owner. My ownership share is based on sweat equity rather than financial investment. I'm going from being one of 8 instructors teaching 2 nights per week to being the head coach, teaching 4 nights per week as well as working to design a cohesive curriculum for all the teachers, helping to codify gym policies, and helping to figure out business and financial decisions.

Right now the other managers and I are scrambling to figure out everything from the best products for cleaning mats to whether we should switch membership payment solution companies. (We currently have ASF, which apparently is known to have some issues.)

Fortunately, none of us are in need of deriving an income from the gym. We all have good day jobs. We just need to get things stabilized so that the gym can consistently generate enough revenue to cover expenses, then hopefully profitable enough to invest back into improvements, then any eventual profit coming back to the owners will be just a nice bonus.

Any of you who have experience running a profitable gym, please share any and all advice. General or specific. Best cleaning products, membership payment solutions that you suggest we check out or avoid, student retention policies, marketing, alternate revenue streams, gym code of conduct, social media, things that you wish you had known in your first year of running a gym. Whatever.

We've already got a long list of steps that we know we need to take and changes that we want to make. But I figure the more input we get from experienced gym owners, the less likely we are to overlook some important detail because we were too busy attending to everything else that needed doing.
 
My 2 cents. Not being a business person and struggling with the business side of it, get a business consultant that you trust. I am luck that I have a student with a degree in business that I trust deeply. Our school was on the verge of closure at the end of last year because while I am an accomplished martial artist, I don't know the first thing about business. Hiring a business consultant was probably the best decision I ever made. Not only are we profitable now we are growing beyond capacity and looking to get a new, bigger building by the end of the year.
 
Have a membership drive. Get your students to work for the good of the school. They get a free month for each student they bring in. (You can pass out referral cards for them to hand out) Whoever brings in the most new students in the next month gets an additional month free and some sort of recognition. This may be a competitive motivator aside from the free lessons.

Perhaps have some sort of party at the school for current students to build some esprit de corps to launch the membership drive and build loyalty/retention. Some social events for holiday celebrations or just a quarterly potluck lunch can have positive results.

Another idea is to get some students to host a karate party (like a tupperware party) to give some demo and free lesson to expose others to your school and tap into their individual networks. May want to stress women's self-defense.

Have an advertised Grand Re-Opening to mark the "rebirth" of your school being under new management with a mini tournament/demo at the school with refreshments and a drawing for free lessons. If you belong to the local Chamber of Commerce, there may be additional support.

Many organizations have fundraiser raffles with local businesses donating some item or service as prizes. Consider donating a month's free lessons for a couple of winners.

Go for more exclusive clientele and charge a substantial fee for private lessons. Private security guard companies or Loss Prevention departments may be niche targets to go after.

Most of these ideas worked to some degree back in the 70's and maybe a couple will work for you now? The key, I believe, is generating excitement amongst your students to make your school more than just a "gym."

Good luck Tony. Hope you can stay afloat.
 
One of the great things about “everybody have good day jobs” is that you not trying to make an income theoretically and just meeting expenses. This takes pressure off you, allowing more attention to the art. Most states have a small business association that educates small businesses about business plans, budgeting and strategy.
 
Social media and Google are definitely good places to begin. Any young students who could be trusted to manage your gyms social media? Often this requires daily updates across several platforms (Facebook, Instagram, etc.). People shopping for a new school love seeing current content and positive Google reviews. Perhaps ask all current students if they wouldn’t mind posting a positive Google review about the school?
 
Social media and Google are definitely good places to begin. Any young students who could be trusted to manage your gyms social media? Often this requires daily updates across several platforms (Facebook, Instagram, etc.). People shopping for a new school love seeing current content and positive Google reviews. Perhaps ask all current students if they wouldn’t mind posting a positive Google review about the school?
We have one student who has already volunteered for the job.
 
Social media and Google are definitely good places to begin. Any young students who could be trusted to manage your gyms social media? Often this requires daily updates across several platforms (Facebook, Instagram, etc.). People shopping for a new school love seeing current content and positive Google reviews. Perhaps ask all current students if they wouldn’t mind posting a positive Google review about the school?
I’m not a fan of the school reviews on the website. I know they are popular, but I find they often make me doubt their authenticity. They just read as forced. That’s just my opinion. I’m kinda old-school I guess. I don’t notice much of the modern social media stuff. Never could get into it.
 
Get a real business manager involved. Whether it's a member who contributes his experience in return for a discount or someone you hire... you need someone who can really focus on the business concerns and making sure they get taken care of. Beyond that... good luck!
 
I’m not a fan of the school reviews on the website. I know they are popular, but I find they often make me doubt their authenticity. They just read as forced. That’s just my opinion. I’m kinda old-school I guess. I don’t notice much of the modern social media stuff. Never could get into it.
I completely understand your point of view. However, modern business draws a lot from this. People just tend to google search a service before they use it now and the negative reviews stick out like a sore thumb.

Facebook and Instagram augment this by giving people a view of what goes on inside, and when they see current content it looks even better.

While I agree, it is unfortunate that this is how many people make a decision, denying the reality won’t bring more people into the gym.
 
I will add more thoughts on this but thought this may be somewhat pressing. First off, I know nothing about your gym but it sounds like there is a history you want to stay attached to. With that in mind, think about how you want to publicize & promote the transition of ownership. How you will maintain the legacy and present the future plans for the gym. Doing this the right way minimizes any dip in business and can create growth.
One of the hardest things is making the transition ’right’ and not having speculation of any problems’. The best description I think of is making it a celebration, sending off your former instructor with respect and fanfare (if warranted) and rolling out any new business plans.

Can you provide feedback on how you are currently doing billing, payments, and what the business consists of (rent/own, space, exclusive/share, etc…)?
 
I will add more thoughts on this but thought this may be somewhat pressing. First off, I know nothing about your gym but it sounds like there is a history you want to stay attached to. With that in mind, think about how you want to publicize & promote the transition of ownership. How you will maintain the legacy and present the future plans for the gym. Doing this the right way minimizes any dip in business and can create growth.
One of the hardest things is making the transition ’right’ and not having speculation of any problems’. The best description I think of is making it a celebration, sending off your former instructor with respect and fanfare (if warranted) and rolling out any new business plans.

Can you provide feedback on how you are currently doing billing, payments, and what the business consists of (rent/own, space, exclusive/share, etc…)?
We lease a large space which is essentially a repurposed warehouse. It's honestly too big for the number of students we have now, but if we can get our student base back to where it was a few years back, it will be perfect.

We use ASF for billing and tracking membership. Based on reviews, it may not be the best option, so we may end up looking for other options down the line. But for right now we're just working on getting logins for the new managers, learning how their system works, and getting them connected to the new gym bank account.

I've been holding off on making big public announcements about the change for a few days until we have some basics nailed down (like the new bank account, etc). But I've been talking with our students about all the positive changes that we have planned and so far everyone seems very happy about them.

The good thing regarding speculation of problems is that the various problems were already known both in the gym and in the larger community. Everyone seems to be relieved that we are working on addressing them.

(In fact I just got word that one of our former top instructors who had moved out and started his own gym a few years ago due to said issues wishes he wasn't stuck in a lease because otherwise he'd consider coming back and rejoining us now that we are taking care of the problems.)

I do like the idea of celebration. One of our LLC members is an old training partner who now owns 4 gyms around the state. We were just now talking about him coming in to give a seminar in a couple of weeks, bringing a bunch of his students from those schools, promoting some people that need promoted, and putting any money raised back into the gym. We should find someway to frame that as a part of the grand rebirth of our gym.
 
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We lease a large space which is essentially a repurposed warehouse. It's honestly too big for the number of students we have now, but if we can get our student base back to where it was a few years back, it will be perfect.

We use ASF for billing and tracking membership. Based on reviews, it may not be the best option, so we may end up looking for other options down the line. But for right now we're just working on getting logins for the new managers, learning how their system works, and getting them connected to the new gym bank account.

I've been holding off on making big public announcements about the change for a few days until we have some basics nailed down (like the new bank account, etc). But I've been talking with our students about all the positive changes that we have planned and so far everyone seems very happy about them.

The good thing regarding speculation of problems is that the various problems were already known both in the gym and in the larger community. Everyone seems to be relieved that we are working on addressing them.

(In fact I just got word that one of our former top instructors who had moved out and started his own gym a few years ago due to said issues wishes he wasn't stuck in a lease because otherwise he'd consider coming back and rejoining us now that we are taking care of the problems.)

I do like the idea of celebration. One of our LLC members is an old training partner who now owns 4 gyms around the state. We were just now talking about him coming in to give a seminar in a couple of weeks, bringing a bunch of his students from those schools, promoting some people that need promoted, and putting any money raised back into the gym. We should find someway to frame that as a part of the grand rebirth of our gym.
I’m excited for your new prospects Tony! Good for you for keeping it running!
 
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