The PushPress Podcast #18 Reducing Churn for Jiu Jitsu Academies and Gyms | Blue Belt Blues and Beyond
Apr 23, 2025
Join Miguel Jurado, a PushPress account executive and a Brazilian Jiu-Jitsu blue belt, as he dives into strategies for reducing churn in fitness businesses. He reveals the 'blue belt blues' phenomenon that leads to high dropout rates and discusses how Jiu-Jitsu academies can adopt creative methods like Committed Clubs to boost member engagement. The conversation also highlights lessons CrossFit can learn from belt tracking, encouraging long-term goals through short-term incentives. A lively exchange of ideas aimed at fostering member loyalty!
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Different Churn Curves Between Sports
- Jiu-Jitsu and CrossFit show different churn curves: jiu-jitsu keeps people early with belt milestones, CrossFit burns off many in the first six months.
- Successful gyms must recognize these patterns to design retention strategies for both short and long timeframes.
The 'Blue Belt Blues' Drop-Off
- Miguel describes the "blue belt blues" where many practitioners disappear after earning their blue belt.
- He links the drop to a mental milestone and temporary satisfaction that leads members to pause or leave.
Use Committed Clubs For Monthly Engagement
- Create a "Committed Club" that rewards monthly engagement with small tokens like stickers or recognition.
- Use short-term rewards to bridge the gap between infrequent long-term milestones and sustain attendance.