What Does Martial Arts + Wine Have In Common?

Can you raise your tuition, and boost your retention at the same time??? 

Let’s talk about wine 🍷 (and martial arts, I promise this connects).

In a famous blind taste test, researchers gave participants three wines to rate: a cheap one, a mid-priced one, and a fancy expensive one. Unsurprisingly, when the prices were visible, people rated the expensive wine the best and the cheap wine the worst.

What the participants didn’t know is that all three wines were exactly the same.

The price tag alone completely altered their perception of value.

Now think about this in terms of your martial arts school. Your tuition is like the price tag on that wine.

If your tuition is too low, here’s what happens:

1️⃣ Students (and parents) emotionally disengage because it doesn’t cost much.
2️⃣ They perceive your school as “cheap” and undervalue what you offer.
3️⃣ They don’t put in the effort, which leads to poorer results.
4️⃣ You may attract the wrong types of people that you want
5️⃣ You limit your profit, making it harder to grow or reinvest in your school.

On the flip side, when you raise your tuition:

✅ Your students become more emotionally invested—because they’re putting skin in the game.
✅ They perceive your classes as high-quality (even if nothing changes except the price).
✅ They achieve better results because they’re more committed.
✅ You attract the BEST students, those who value your service and are a joy to work with.
✅ You make the profit you deserve, allowing you to reinvest in your school, staff, and community.

Here’s the kicker: Higher tuition can actually improve retention.

Why? Because when students feel emotionally and financially invested, they’re less likely to quit. They’ll also show up more consistently, train harder, and value the lessons you teach.

This doesn’t mean you should double your rates tomorrow. But it does mean it’s time to stop undervaluing yourself and your school.

For reference, after talking with the top 1% of the martial arts industry leaders in the Black Belt Business Podcast, I’ve found those schools typically charge AT LEAST $200/mo. 

Personally, our tuition STARTS at $280mo. I know that sounds crazy, but it works for our family friendly schools. 

Action Step: Start small. Analyze your tuition and consider a modest increase. Communicate the value clearly to parents and students. Remember, the price you set directly impacts how your school is perceived.

Or if you are really concerned about rocking the boat, change your tuition for NEW STUDENTS only. 

Raise your tuition. Raise your retention.

As always, a 3-min read, all strategy, no fluff.

Your hype man,
Matthew Brenner

P.S. Want more insights like this? Hit reply and let me know what you’d like to learn next!