Ep. 319: 4 Pillars of Successful Gyms, feat. Eliot Marshall
Jan 13, 2025
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Eliot Marshall, a BJJ black belt, retired UFC fighter, and owner of Easton Training Center, shares his insights on creating successful jiu-jitsu gyms. He breaks down the four essential elements: sales, marketing, product, and culture. Eliot emphasizes the transition from passion to a profitable business and the importance of core values in decision-making. He explains how effective marketing and rapport-building can enhance student retention, while also advocating for an engaged online presence to attract new members. Don’t miss his unique take on effective teaching and structured curricula!
Success in running a jiu-jitsu academy requires a strategic business mindset beyond just teaching techniques, emphasizing operational excellence and community impact.
Clearly defined core values are essential for navigating challenges in a jiu-jitsu academy, ensuring instructors consistently embody these principles and foster a strong culture.
Effective communication and regular follow-ups with students are crucial for retention, highlighting the value of personal engagement in maintaining student relationships.
Deep dives
The Evolution of Jiu-Jitsu Instruction
The guest shares his journey from starting martial arts at a young age to becoming a prominent figure in Brazilian jiu-jitsu (BJJ). After initially training in karate, he discovered jiu-jitsu in college, leading to a competitive career in mixed martial arts (MMA) and eventually, opening multiple jiu-jitsu academies. He emphasizes that success in running a jiu-jitsu academy requires more than just teaching techniques; it necessitates a robust business mindset and operational strategies. He illustrates this with the growth of his own academy, which expanded from one location to eight schools and a large team of employees.
Mindset Shifts for Gym Owners
The conversation highlights important mindset shifts needed for those aiming for success in running a jiu-jitsu academy. Rather than viewing the business merely as a means to sustain a lifestyle, owners should aspire to build a thriving enterprise that creates jobs and benefits the community. The guest shares that many martial artists mistakenly believe that being instructors equates to poverty and that achieving financial success is not compatible with helping others. He argues that providing high-quality services and maintaining excellent academy culture can coexist with making a good living.
Understanding Core Values in Business
The guest discusses the impact of clearly defined core values on the operation of a jiu-jitsu academy. Establishing what one stands for and the principles guiding the academy is crucial, especially when difficult situations arise. The conversation stresses that instructors need to embody these values consistently, allowing them to navigate challenges without losing sight of their commitments. He illustrates this by pointing out the need for integrity within a jiu-jitsu school, underscoring the importance of a culture that aligns with one's core principles.
The Importance of Customer Engagement
Regular follow-ups with students and leads are emphasized as key strategies for retaining clients in a jiu-jitsu academy. Effective communication—using phone, email, and text—helps maintain relationships with both current students and those who may have dropped off. The guest expresses that many people appreciate the personal touch of a follow-up, such as checking in after an absence. This level of engagement not only assures students they are valued but also encourages them to return after a hiatus, increasing retention rates.
Structure and Curriculum in Teaching
The effectiveness of a well-structured curriculum is highlighted as essential for student development within a jiu-jitsu academy. The guest advocates for focused, repeated instruction, where students encounter the same techniques multiple times, allowing them to build proficiency. By scheduling classes around a predetermined curriculum, the academy can foster an environment where learning is scaffolded, and students are less overwhelmed. This contrasts the common practice of rushing through material, which often overwhelms newcomers and hinders their progress.
Leveraging Market and Sales Strategies
The discussion also addresses the misconception that successful marketing strategies are one-size-fits-all. The guest explains that different platforms, like social media and Google, serve distinct purposes in attracting students to a jiu-jitsu academy. Word-of-mouth referrals are discussed as an essential driver of new leads, with the guest emphasizing the importance of a solid reputation among current members. Additionally, he outlines a structured sales funnel approach that facilitates better engagement with potential students and ensures that they receive the necessary support to enroll.
This week we're joined again by Eliot Marshall! Eliot is a BJJ black belt, retired UFC fighter, and owner of Easton Training Center in Colorado. In this episode, Eliot explains the 4 elements that every successful Jiu-Jitsu gym needs to nail: sales, marketing, product, and culture.
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