ChampionswayPerfectmind

WebinarStudent Retention By Mark Russo

● Started Martial Arts Career at age 10 in Traditional Tang Soo Do with a strict Korean Instructor

● Taught my first karate class at 15● Opened my first karate school in Philadelphia at age 20● Was a sport karate competitor, NASKA, NBL, WSKF● Promoted my first National karate tournament at 26● Directly trained with martial arts pioneers; Ed Parker, Joe

Lewis, Remy Presas, Joe Palanzo, Dennis Tosten● Multi-location owner, 3 schools 800 students, at age 30. ● Vice President of Amerikick at age 35● Currently CO-CEO of Amerikick Martial Arts● Former Stuntman and SAG member● Former member of EFC, AAC, UP, Napma● Current Board of Director for NASKA● Husband and Father of 2

Mark Russo

What Causes Student To Quit?Bored. Lack of interested. Not progressing. Class not exciting. Doing the same thing over and over again. ● We need to be masters of disguising repetition. ● Lesson plans must be amazing and top Priority!● Instructors must be personable and caring. Create

bonds with the students ● Students must progress at a regular rate! On time all

the time!

What Causes Student To Quit?Time. Too Many Other Activities● More children do more activities today! Competing against sports,

friends, other activities, life, family, siblings● We need to constantly sell the benefits of martial arts training to

students and parents. ○ “Martial Arts is more than just kicking and punching. It is Lesson For Life, Life

Skills”○ “There is no other sport or activity that teaches health and fitness, focus and

confidence and life saving defense skills”○ “There is no other sport or activity that families can do together”

● We must set goals for our students and help them achieve them. ● Prevent students from getting “Out Of The Routine”. Private

lessons. Extra Help classes. Make Up classes. W.I.T>

What Causes Student To Quit?Class Schedule. This can make or break a school● Your schedule must be varied and attainable for families and children.

● Assigning student classes versus allowing students open class permissions. What works?

● Your class times must be varied for early and later times. 6:00 pm is the median.

● Your core curriculum classes must be offered every day 5 days per week.

● Update your class schedule 3-4 times per year or seasonally. Adjusting for high and low programs and enrollments. Make adjustments accordingly.

● Your schedule should allow students on upgraded memberships to attend multi classes in one day.

● Your schedule should include make up/refresher classes for students who miss.

What Causes Student To Quit?Medical. Injury. ● Safety First! One minor injury can cause a students to quit.

Sparring, Extreme Martial Arts. If you don’t know it, don’t teach it. Sensei YouTube!

● Recognize students limitations.● Use appropriate lesson plans for kids, adults, tots, beginners, etc.

● Overtraining can cause student's injury or to put their life on hold.

Limit new beginner students to a minimum number of weekly/monthly classes.

What Causes Student To Quit?Financial Issues. ● Find out if the real reason is money or something else.

● You can always work around a financial issues. Give

a discount or a break on tuition. ● It may issues beyond your control.● Has the finances outweighed the benefits? ● Your staff must be experts in communicating the

important benefits of martial arts training.

What Causes Student To Quit?Bad Experience. ● Hit in Sparring class. Not testing well. Embarrassed. ● Staff must be experts in reading body language.● The quicker you can rectify the bad experience the

better your chance of saving the student. ● Weekly staff meetings are a must in reviewing and

talking about students.

Utilize Automation!PM’s Ratings System catches students before they quit● What is A, B, C● Why is it important to know?● Automated Emails set and triggered to C rated students● Reports will help you identify B and C student so you can set

action plans with your staff. ○ Student talks. Parent talks. ○ Private lessons. Xtra help sessions.

Utilize Automation!Take Attendance from the Mat or dedication Stations for powerful information and solutions● You need this information to take actions right away● You can email/text students who did or did not attend class right

on the mat● You can see the students A, B, C ratings and which students

need attention● You can see rank readiness or if a stripe is due. ● As the owner or head instructor, you can review and know

which students have been in which classes.

Utilize Automation!

Check In Stations will allow greater ease for attendance tracking● Alerts and notifications will allow you to stay on to of a student's

birthday! Give them a shout out. Let them lead class. Give them a gift certificate to the proshop.

● Renew notifications as soon as they check in! When you have a larger school with multiple classes this is huge. Stay on top of renewals or upgrade memberships.

Do you know your numbers?

● Number of new enrolled students ● Number of cancelled students ● Number of net students ● Cancel percentages (number of canceled divided by

active count)● Top schools average 3-5% cancelled

Pyramid vs Reverse Pyramid vs Square

BlackRedBrownGreen BluePurpleOrangeYellowWhite

Strong Retention with Strong business

Which shape is your school?

Weak Retention

Strong Retention

You must have super star classes!Class should be high energy, motivating and exciting.

Your classes must be consistent and follow similar lesson plans and teach curriculums/what students need to promote.

Your classes must be taught professionally. Start on time and end on time

Your instructors must be professional, caring, skilled and have a personality!

Student must leave every class with a positive experience, excited and educated.

You must include life skill/character development, huddle discussions and or message of the week.

No down time! No sitting!

You must have amazing Tests and GraduationsTest week every 4-5 weeks. Belt Graduations Fri nights or Sat afternoons

Belt Graduations are the single most important event at your school every month. They showcase your product!

1/3 of your student body should graduate to a new belt every month

All students should earn/promote a stripe every month.

Students must receive recognition during tests and graduations through awards and promotions and demonstrations.

Test lists should be created/posted months in advance for students and instructors

Never fail a student in public, only in private.

Students should earn a stripe every month

Offer make up tests for students who miss

You must have special events monthlySpecial events are huge retention tools. The more friends

students make the more bonds will be created keeping part of your school.

Offer 1-2 free events and 1-2 paid events

Guest instructors, Pizza Parties. End of School Year, Holiday Celebrations, Specialty training class, etc.

Fun Nights/PNO. Every month.

Events for younger children, events for teens, adults and families.

Seminars, Tournaments, Picnics, Paintball, Swim Parties, etc

Fund Raisers, Charities

Community events like Safety Classes, Anti-Bully Classes, Women's SD, etc.

Make your school the “Place To Be” in your community/town

You must have specialty classes/programsSpecialty classes increase skills and motivation. They

are income generators.

Black Belt Club, Master Club Training.Weapons Use a Variety. Sport Karate Weapons. Traditional Weapons.

Sparring Class separated for Beginner and Advanced or by ages.

Competition/Tournament Training

Amerikick Extreme Evolution Martial Arts

These classes can be both paid and non paid

Traditional Martial Arts, Fitness/Cross Training, Yoga, Fitness Kickboxing

Leadership Teams create a future for your advanced level students

Leadership Teams create value for existing programs

Use Team members for class helpers, special events, birthday parties, etc.

All parents want their child to be a leader and develop leadership qualities

Team members motivate other students and are excellent role models

All your paid staff should be recruited from leadership team members.

Hiring from within is much stronger than hiring externally.

Have a weekly/monthly Leadership training class.

You must have a Leadership Team

You must have a Demonstration TeamDemo Teams are the physical representation of your product.

Successful schools have multiple teams; beginner, advanced, black belt etc.

95% of students aspire to be a the demo team and 95% of them can make it.

Have your demo team perform at your monthly Belt Graduations, Open Houses, Birthday Parties

Outside events, Fairs, Parades, etc

Tournaments and competition events, talent shows

Your black belt must be part of a TeamHave a proactive ranking system

Junior black belts will get bored after years of training.

Find out their hot buttons and get them on a team

Demo, Leadership, Competition, Fight Club, Extreme Martial Arts, Different Style.

Adult Black Belts are either paying for classes or helping teach or a combination of both

Your staff must implement Retention ActsStandard Acts include: C student lists, 1 week and 2 week + missed class calls, Great Job Notes, Miss You Cards, Follow Up Calls/Emails. Emails versus calls.

Staff must be able to read body language

Staff must be able to give 1 minute praise to students and parents

Staff must use student names multiple times in classes

Staff must create a private lesson experience in a group class environment

Staff must motivate and educate every student, regardless of favorites

Staff must recognize and reward student in all classes.

You, Staff, School must convey the important benefits of martial arts trainingThe philosophy of your school what is it? Fun,

Family, Friendly. Building tomorrow leaders today. Leaders in our communities.

Martial Arts is the solution to everything. Everyone can benefit!

Staff must be able to educate students and parents the importance of training, goal setting and stick-to-it-tive-ness.

Staff must use power words like Respect, Confidence, Self Control, Courtesy, Perseverance

Constant promotion on the mental and spiritual benefits of training should be included in every class, announcements, special event, marketing materials, etc.

Thank You!Championsway Team. Master Farid and

Vahid

Mentors Dennis Tosten, Bob Leiker, Sharon Tosten

Family, Friends and Partners

All the webinar attendees

Contact Mark Russo

markrusso@amerikick.com