Letโs talk about something most martial arts school owners ignore: buyerโs remorse.
We all know the feeling, for me it was strongest 5 mins after signing up for singing lessons lol
It happens in every industry. Someone signs up for something new, whether itโs gym memberships, online courses, even martial arts, and suddenly, doubt creeps in.
"Did I make the right choice?"
"Will this actually work for me (or my kid)?"
"Am I wasting my money?"
This phase is called Affirmation, and itโs straight from Joey Colemanโs book Never Lose a Customer Again. If you donโt handle it the right way, new students will vanish before they even break in their first uniform.
How to Crush Buyerโs Remorse (and Keep More Students)
๐ Step 1: Send a Personalized โHypeโ Message
Right after enrollment, send a personal text or email, not an automated one. Keep it short and simple:
"Hey {{ name }}! Just wanted to say how excited we are to have {{ student_name }} in class. Their journey to Black Belt starts NOW, and weโre honored to be part of it! See you on the mat!"
This immediately reaffirms their decision and builds excitement.
๐ Step 2: Use Positive Peer Pressure
Have the new student join your private facebook group, and post a photo of them in their uniform welcoming them to the team! Encourage your other students to like and comment on the posts for new students. Itโs hard to quit something right after you have been so warmly welcomed by others.
๐ Step 3: Make the First Class Feel VIP
The first class sets the tone for the entire journey. Make sure your team:
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Greets them by name when they walk in.
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Partners them with a friendly student or instructor.
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Let them know they did a great job after class.
If they leave feeling seen, supported, and celebrated, theyโll be back.
๐ Step 4 [bonus]: Surprise & Delight
People love unexpected perks. A photo of their kid in class sent to the parents works wonders.
"We snapped this pic of {{ student_name }} working hard today! They crushed it. Canโt wait to see their progress!"
Itโs a small effort that makes a HUGE impact on retention.
Why This Works:
โ๏ธ Students feel valued right away.
โ๏ธ Parents see immediate proof they made the right choice.
โ๏ธ You eliminate second-guessing before it starts.
Retention isnโt about convincing people to stay later, itโs about affirming their choice early. Handle that, and youโll keep more students long-term.
๐ก Pro Tip: Set up a system so your team does this consistently for EVERY new student. If you donโt track it, it wonโt happen.
As always, 3 min read, no fluff, all strategy.
Your Hype Man,
'
Matthew Brenner
P.s. Do you want to add 30 new students in 60 days organically- without spending a dime on ads? I am the only coach that contractually guarantees your results or your money back. Schedule a 10 min Discovery Call with me HERE to see if your school is eligible ๐ https://calendar.app.google/4iebpmfcm547p5Bu6
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