How To Recruit New Students In The Summer In Less Than 3 Hours

Have you ever heard of Sutton’s Law?

It’s named after Willie Sutton, a bank robber who made quite the name for himself in the early 1900s. He robbed over 100 banks, escaped from prison three times, and spent more than 30 years behind bars. But what made him famous wasn’t just the robberies…

It was this quote:

“Because that’s where the money is.”

That’s what he told the cops when they asked why he robbed banks (as the legend goes). 

And that quote is now used all over the world to explain one simple idea:
👉 If you want more money, go where the money is.

So if you want more students this summer, what’s the martial arts school version of “the bank”?

There’s two right now: Daycares and Summer Camps.

Why? Because that’s where all the kids are.

I’m not talking about recruiting 2-year-olds into your program. I’m talking about going where the eligible kids are, so you don’t wait around all summer for a trickle of new leads.

You go get them.

Here’s what the school owners I work with are doing right now:

• At Daycares, they run short programs (1–3 days) only for the ages eligible to join the school.
  
  

• At Summer Camps, they target the older siblings, this is gold for elementary and middle school enrollments.

And no, you don’t need to run your own camp. Whether you love camps or hate ‘em, this works even if you never host one yourself.

Because we’re not “stealing” campers…We’re recruiting new students into your CORE martial arts program.

How? It’s called the Super Kid Program.

Here’s the play:

1. Visit a daycare or summer camp and teach a 1–3 day martial arts program.
   
   

2. Get the kids so pumped that they beg to come to your school for a special White Belt Ceremony on the weekend.
   
   

3. At the ceremony, you present an Irresistible Offer that converts families into full-price, regular students. No free trials. No discounts. Just excitement, value, and momentum.
   
   

Simple, right?

Just like a side kick. Easy in concept… but the execution? That’s where most school owners fall off.

They’ve taught at daycares before. They’ve done summer camp demos.
But they never had a system to get kids to actually join their school within a week.

…With less than 3 hours of teaching. 

That’s the difference.

If you’re a teacher at heart, you could totally figure this out with trial and error.

That’s what I did for 7+ years before I dialed in the system.

But if you’d rather skip the guesswork and go straight to a strategy that’s already working for school owners right now… just reach out.

If not, now you’ve got the framework to start doing it on your own.

Just remember Sutton’s Law:
Go where the students are.