[Webinar] 3 Simple Steps to 100 Students

Webinar Overview

Wouldn't it be great to easily grow your martial arts school to 100 students? Every business is searching for the secrets to attract potential students, conduct relevant and engaging classes, and keep students coming back for more. But how? On Thursday September 3rd, Rich Grogan, Founder of Grogan's Academy of Martial Arts is going to show you how he more than doubled the number of students coming through his doors.

Tune in to hear how three simple steps can grow your school to 100 students.

After this webinar, you will understand:

  • The importance of stats, numbers, training and delegating
  • How to teach excellent classes, not just good classes
  • How to surround yourself with successful people to leaverage your own success

PerfectMind Inc | 4333 Still Creek Drive 2nd Floor Burnaby, BC V5C 6S6 | www.perfectmind.com

About the Speaker

Master Rich Grogan
Master Rich Grogan is the founder of Grogan's Academy of Martial Arts. He focuses his school on character development and life skills. He specializes in teaching positive motivation, practical self-defense and bully prevention. Master Grogan has grown his school from one floor to hundreds of students.

Video Transcript

Whitney: Good morning, everyone, or good afternoon depending on where you're located. Really quickly before we begin, let's do a sound check. If you can hear me, can you please type 'yes' into the questions or chat box? Yes, tons of yes's coming in. Perfect, that's exactly what I want to see.

Welcome, everyone! My name is Whitney, I'll be your host for this webinar today. We have a huge group of you. This is actually our biggest webinar to date in ChampionsWay's history, so we're excited to be here this morning. We're very excited to be with Rich Grogan of Grogan's Academy of Martial Arts talking about three simple steps to 100 students. Before I introduce Rich, I'd like to welcome those of you who aren't connected with us online to get connected. You can follow us on Facebook at facebook.com/championswayfans, or Twitter @championsway. And again because we have so many new faces here, for those of you who aren't familiar with us, we have a bunch of webinars on our website at www.championsway.com/academy. You'll find a bunch of other webinars there as well. If you have questions throughout the webinar, please ask them in the questions box. Rich will get to them after his presentation. And if you have questions following the webinar, please email marketing@perfectmind.com. I'm sure Rich Grogan will also provide you his email, if you have questions that relate to your school and his school as well.

I've got nothing but amazing things to say about Rich. I've only recently met him but the team here at ChampionsWay has known him for years. He's probably one of the most inspirational and motivating people I've ever had the pleasure of meeting. I've taken a look at his slides and you're all in for such a great presentation. It's factual, it's moving, it's relatable, there's actionable tips that you can use today to start growing your school, so make sure you tune in. This is definitely a presentation you don't want to miss, and Rich is a guy you definitely want to hear from. So of course this is Rich's webinar so I'm going to let him take it from here. Rich, welcome to the webinar!

Rich: Well thank you very much! Can everybody hear me? Yes, yes, yes. Okay, well I guess we'll get things rolling here. Thank you very much, everyone, for taking time to be on the webinar. I'm just humbled beyond words and then all those words from Whitney - thank you for very much. I promise I'm going to do everything I can to share everything I can with you here today to help you reach levels of success in your business that you want to achieve. Throughout the webinar here I believe it will be interactive, so I'm going to ask questions, you can simply type 'yes' or 'no' in the chat box. And then afterwards we'll have a Question and Answer session, and hopefully I'll get to all your questions and answer those in a manner that is good for you. Of course a special shout out to ChampionsWay for making this all possible.

Let's get this thing rolling! A couple of pictures of me here. Rich Grogan, I've been in martial arts a little over 35 years. PE Teacher - I taught PE for 11 years while trying to grow the business, did that during the day and then ran the business at night. Athlete - play baseball, football, hockey at a pretty elite level. Coach those sports as well. And a Dad, I've got three kids and also a degree in Kinesiology Education, that's the study of human movement. There's the pictures.

Okay first question - can traditional martial artists has successful studios? There's all kinds of myths about you can't have both, you can't have quality students and a successful studio at the same time. Well I think you can! I'm old school. I've / created a number of different times and grew up in extremely rigid system, and that was kind of the belief that you couldn't, you couldn't have both. But the biggest thing in the first step is something we tell our students all the time: every single night you must empty your cup. So I'm humbly asking you please empty your cup and be open to these business ideas.

Another step - we've got to choose success over ego. Too many times we get caught up in the martial arts industry with our own ego - well I'm world champion, or I'm this or I'm that, or I'm the greatest. Well that's all personal ego. I guess to a degree that can be fine but we can only have one: success or ego. And parents - they don't care about how many world titles you've won. All they care about is what you can do to help their child.

Another big step is, and once again I'm going to relate all these things to what we tell our kids on regular basis but sometimes we forget, or maybe we didn't realize that it's important for us to help grow our business.


And that is: think big, plan big in order to grow big. You must believe in yourself in order to make it possible. Just like we tell our students when they come in, they've got to believe in themselves, they can earn their next belt rank, they can earn that invite for black belt testing, they can be a black belt. But they have to think big, plan big, and of course that's going to help them grow big. But we have to do the same thing with our business. We have to believe in it and work toward it.

Here's a little picture that kind of show us a little background of where I came from. Our open house here in the upper left hand corner in 2006 that was our one year anniversary. Now that is our entire child's class plus a few brothers and sisters thrown in there just to kind of make the numbers look a little bit bigger.

Below that is our first studio. It was approximately 100 sq feet and that was our open house. We had alley access, so we didn't have a store front, we didn't have everything. You just have to go around the back of an alley to get to it.

Up in the right hand corner you can see across from that picture, that was our promotion ceremony for one month of promotions back in 2013. The reason that I'm using the 2013 slide was that was actually the last promotion we had together as a group before we had to split those up. But obviously pretty good growth in the few years there. My goal today is to help you get to that level, heck of a lot quicker than I did. I'm going to save you some pitfalls and mistakes that I had made along the way.

See the bottom right hand corner there's our studio, 3,600 sq feet, and we're right on the street there. Obviously you compare the two, there's a lot happened in there. The reason that I'm showing you this not to brag or to boast, is to show you, look, if this guy can do it, anybody can do it! I'm going to show you some tips and ways to get there.

Something new about our studio, that 3,600 sq feet, we're actually on the process of buying the building. There's another 3,600 sq feet in the back, which we're going to put a secondary training space as we continue to grow.

Okay, here's a little bit ego if you will - I'm a World Champion, I'm an excellent martial artist and I've got the best round kick in town. Well therefore my classes are going to be packed, right? I mean who wouldn't want to come? Well wrong, big wrong. What do you notice about the picture? Looks like my hand's a little bit low. But other than that, there's nobody there! It's just me. So I can do all these things, I can have all the ego in the world, but if I've got nobody in my classes, who am I going to teach and how am I going to grow my business?

So the biggest we have to remember: it's not about you. Who is it about? Well it's about what you can do for people's kids, what you can do for me and my kids. That mom that comes in, she doesn't care that you can break 12 boards. She cares about what can you do for my kids - What's In It For Me (WIFM).

Ranks and titles. Now it's important, you have to have credentials. Ranks, titles, everything you've done, those are features, those are important part of your business, but that's all they are. It's just features.

Self-esteem, self-confidence, improving grades, reducing the chance of bullying - that's benefits and that's what parents are looking for.

I put a little thing together here - Features vs. Benefits. Features - they tell a story, they tell all about you. But benefits - that's what sells your program. That's what keeps kids coming back, that's what helps with referrals - the Benefits. What can you do for me, what can you do for my kid.

Three steps to 100 students. The first step and this is by far, it was kind of tough actually to put these three steps together, but I felt this was the biggest thing that I was avoiding or lacking or had no knowledge of, was the fact that you've got to treat your business like a business. Without that, you don't have a business. And truly that was probably my toughest battle is treating the business like a business.

Why the most of us opened a studio? Well because we love what martial arts did for us, we love what we could do, and we wanted to share that with everybody else. So how hard could it be? I mean all you have to do is teach great classes, right? Well, not really.

So what's the problem? Well the problem is the dark side of the business. This is a side your instructor probably never told you about or maybe they didn't know themselves. But the dark side of course is more commonly known as The Business Side, that side that you don't know a whole lot about. You know how to throw a round kicks, side kick, you know how to teach a form, you know if you're in Jujitsu how to choke somebody up in 30 seconds or less. But that has nothing to do with The Business Side. That's a side that's often overlooked.

What happens? Well suddenly your 20 hours a week because this is a part time thing, has now turned into 40 hours plus - plus you work on a full time job, and trying to do this at night [inaudible] here. And then maybe you've got things rolling, you got your website going, you got some promotional events, and bang!


Now you're getting phone calls, you're getting emails. But now you have no time to get back to them. So you're struggling and stressed on what to do with that. In the midst of all that, then Mom comes up, Johnny wants to quit, you don't know why, and now his mom wants a refund. Well how do you handle that? What do I do here? There's no instruction manual.

Then belt testing on Saturday but you find out, holy cow, I'm not running the business right, so now I've got no belts, how can I have a belt testing on Saturday with no belts?

Then 10 of your students, this is a problem I had, I don't know if others share this problem or not. But in the old days I had no tracking system, no billing system. I didn't know who was paying from month to month, I just / on their honor. Well 10 students come up at one particular month and say 'Hey we've only been here after a month, do we still have to pay the entire month?' You're like 'I was here, yeah you need to pay.' So what would they do? They would leave, maybe a month later they would come back and pay for that month. And then that was an ongoing cycle back and forth. So I was unsure if I had $500 coming in that month or if I had $1,000 coming in that month.

So in the midst of all these business struggles, the dark side, what happens next? Bang! Bills are due. Your bills, they're going to be the same, if not more, every month, depending on how much advertising you do. If you have no idea if you've got $500 coming in or $1,000 coming in, it makes it extremely tough. And then what happens, you suddenly realize that you maybe a master of the martial arts, but you're a white belt of business, and that's okay. I was below white belt of business, I didn't have a uniform.

A couple things I want to talk about. I want you to treat your business like a business. Here's the list of a few things that you may be doing that is killing your business.

Running in the door at the last minute right before classes start. You got to treat your business like a business, that means you need to be there before classes start, to mentally prepared, to emotionally prepared for the evening, to do some clean up, some pick up to make the place presentable. We tell our students they've got to empty their cup before class. Well we need to make sure we empty our cup before class too, that means get rid of all the stresses from our day time job or whatever else we had going on. If you're unable to do that, flying in the door at the last minute and then suddenly start teaching class. I mean you're in the mindset of 'Well I hope I get through the evening, there won't be any problems.' Well that can't be the mindset you have in order to teach quality classes.

The next thing is winging it. Once again the planning phase. You've got to get there early and make out a plan. People say if you fail to plan, you plan to fail. I know a lot of seniors, masters that have been doing well martial arts for years upon years, hey I can do this thing, I don't need a lesson plan, I can just go off memory. Well that's true and I'm sure you do a great job with that. But by planning it out is planning something new exciting. If you're excited about it then you can't wait to share that excitement with your students and it radiates through to them, and that makes your classes even more exciting. Plus when you plan it, you can plan for any challenges that may have popped up that night. Plan for the students attendance has been low, maybe they're planning about coming in tonight, we can plan time into your schedule to talk to the parents, to try and encourage them to come on a more consistent basis.

Next thing - guessing and hoping. Stats, numbers, income and finance - that is not a guessing game, that's not something you can afford to guess on. I'll be honest with you, I hated stats. It was one of those I had to force myself to do. I got to look at the stats, number and income. But if you're treating your business like a business, those are key parts. You have to know who's coming in, you have to know what's working and what's not working in order to grow and take the next step.

Of all the things I did poorly along the way starting off, this by far was number one - trying to do everything myself, trying to be a one man band. Well I can do everything, I can teach every class, I can talk to every parent, I can sign up every new person that comes in the door, I can handle every complaint, I can do my own website, I can do my own marketing, the whole, everything. Sooner or later you'll find out there's only one of you. I'm like the most hyper person on the planet so I thought I could do it. But after time I started running out of gogo. When I had that started happening, things started slipping. Classes started slipping and of course it's almost like trying to hold on to something with grease in your hands. The more you try to hang on, the more it slips through your hands, the more you struggle, the more you try and push, and all you do is going to keep spinning in circles, almost like a dog chasing its tail, and nothing's getting done.

Trying to do what you don't know how to do. I had no clue on the business side as I mentioned. It was something that I thought if I read enough, or try it hard enough, or taught super terrific classes - which is important, you have to teach great classes, which is actually a step we'll get to in a minute.


But business, if you don't handle the business, little RIP there, that is going to be your business, it's going to go bye-bye. Things that I often hear when I talk to people, and I was guilty of this myself is 'Oh I know that'. Or the worse thing is 'That won't work in my area. That may work in your area but that won't work in my area.' Well you've got to empty your cup, you've got to have an open mind, give it a shot, listen to the possibilities, and then try it. That's why these business professionals are out there because that's what they are, they're professionals.

So treating your business like a business. Step 1: Get business help. The sooner the better. I know some of you say there's no way I can afford business help. Well without business help, you're essentially just burning money .
Your time is valuable too. So if you value your time at $100 an hour [inaudible] then six or seven after trying to do something you don't understand or don't know how to do, all you're doing is burning up money. At the end of this webinar, Whitney's got a case study to show - it's pretty amazing, I was flattered, humbled and everything else when I saw it. They put together statistics of kind of when I started and the progressions along the way, with the help of professional business help of ChampionsWay.

A little saying I put together here: the wise warrior is willing to learn, but the arrogant soldier already knows everything. Some of the worst three words you can ever say is 'I know that'. Keep an open mind, an empty cup. Always learning, always growing, always white belt mindset.

Areas of business that don't lie and will not take care of themselves - that's stats and numbers. Like I mentioned, I'm not a fan of stats and numbers either. I'm becoming a fan because I can see what they can do when you start tracking them. But it was something that was very difficult for me. So this is something please, if you want to get moving to the next level, you've got to track these things and see what's happening and what's going on. Maybe chat later in the chat box there, those that do stats and numbers. Just a simple 'yes', 'no', just to kind of see where we're at with those.

Whitney: We've got a yes, yes, yes, no, I should but I don't, learning to do, no, yes, yes, yes, just started, not currently but will be soon. We got an ish.

Rich: Well I was a no and then of course the thing at the bottom, I just tip it up there - 'But I don't have time for this.' How do I have time to track stats when I've got to do everything else? Well as we talked earlier, you can't be a one man band. The little bit of time you spend on the stats, that little bit of time is going to help so much. So what's stats? What are important stats and numbers? I'm going to share those with you and briefly go over those with you.

Inquiries, leads, phone, website, social media and follow up calls. The reason stats are important is if you have let's say if you have 30 inquiries and leads filling out your lead forms on your website and through phone calls, that's what you got coming in, those are your leads. Well your leads go to appointments, or maybe you've only got 10 appointments out of those 30 leads. Well you have to look at, there's a pretty good gap there, maybe that's an area you need to look at. You've got people coming in into your website and filling up lead forms, but I've got not many people coming to the studio in order to take classes. So maybe out of 10 that comes in, you only sign up two. Obviously there is another problem area. Maybe your signing up process or what you present to them when they get into your studio, that's a little bit of an area. But without tracking those things, you're simply thinking this what I thought 'Yeah we had, I don't know, maybe 15, 20 people and out of that yeah I would say probably most of those came in, and we signed up most of them so we're doing pretty good.' Well that's the thought but when you see the physical numbers you're like Whoa! They tell a completely different story but they're honest, facts. Those statistics aren't going to lie.

Appointments and intros. The follow up calls that we have up there, that was something I never used to do because once again I tried to do it all on my own. But by follow up, think about if you make a doctor's appointment. What do they do? They call to make sure you're coming in. I wish / a little bit more / than the doctor's calls. We just call them and say 'Hey, this is Rich Grogan from Grogan's Martial Arts. Just want to make sure that you're going to make your appointment on Thursday. We can't wait to see you and Johnny when you get here. If you have any questions where we're located, alright great, we'll see you on Thursday!' That's a simple follow up call. It takes 10-15 seconds, appointments and intros.

It's the same thing with the confirmation calls, just making sure they're showing up.

Trial students. How many students are in your trial, your beginner program? 'Well I don't know I've got 10, maybe 15?' Once again you've got to track those and know exactly. And by tracking those you're going to be more apt to do what's extremely important and something I absolutely, every webinar I attended, every event I attended, they always said 2-4-6 calls, 2-4-6 calls, 2-4-6 calls.


And I go 'Well you know what those aren't important, I don't have time for that. I'll just talk to people in the studio.' Well the 2-4-6 calls are extremely important. I never would've guessed how important they really are. That 2-week one / they want to try out our program, or even if they didn't sign up, just to give them a call in two weeks just to follow up and see. Because as we're busy, guess what - so is everybody else. And that little reminder call, the little follow up to say 'Hey, we know you didn't sign up that night you're in, but we just want to follow up with you. And if you want to bring Johnny back for another free trial class, we'll be happy to do that and see what we can do to make it good and fits your schedule.' If they do sign up at 2-week calls, just call to make sure they enjoy the program, how things are going.

The 4-week call is if you have a month trial program, therefore if we just want to talking to them, see if they've enjoyed the program and about they're taking the next step with your program and signing up for regular membership.

The 6-week call is if they did sign up, just 'Hey, want to thank you again for signing up with the program.' Reminder - 'If you have any questions along the way, please, we're here to help you. Our goal is to help you and your child live your best life, and we want to do that through teaching the best classes we can.' And if they didn't sign up at the 6-week call could simply be, 'Thank you for trying us out for a month. If there's anything we can do in the future, please let us know.' So those are important and like I said I just, I don't say blew them off but I never realized how important they are. So please do those, write that down.

Active count, here's another one. You've got to have some type of tracking system for attendance. That's not one of things Oh I'm going to get to, I'm going to get to, I'm going to get to. It's extremely important because your A, B, C and D or Not Active, that tells the story.
A is for Awesome. These are your awesome students, they're always there, they're rocking the house.
B is the Borderline. Borderline meaning they can either becoming Awesome student to A up there because they're there all the time, or they're Borderline they can get down to the C students.
The C is getting close to well, C-ya later.
And the N/A or the D is they're Dropping out. If they don't show up consistently, they're dropping out.

Why is this so important? It's because you can save the students. You can see when they're through up and down on the C plateau there, it's time to talk to them, it's time to the parents and just ask what can you do to get them there. Or offer them a free private class, and a private class can be five, 10, 15 minutes, just some personal time with the instructor. Just to kind of re-motivate them and get their energy and excitement back. Because here's something that I learned a little bit ago - it's much easier and much less expensive to keep our current students than trying to get a new student. Our current student - you've already went through the phone calls, the trial offer, their beginner special. You've signed them up so you've already done all that. Now work towards keeping them. That's a heck of a lot easier.

More important stats: expiring membership - 60 days, 30 days out. There's another statistics that I kind of overlooked, oh you know I'll get to it. Well if it's getting close, it's best to talk to them in advance, not 'Here it is, your membership's expired, you're going to sign in back up?' That's terrible! But I say that because that's how I used to handle that. It's horrible as it sounds. Now I have stats and numbers, I realize whose membership / close. You talked to them in advance and you say 'Hey, I just want to follow up to see how you enjoy our program. I notice that Johnny's been doing such a great job. He's really /. The first day he's stepped in here and he was shy, scared to get on the floor. Now look at him, oh my gosh! He's about to test for his green belt, he's breaking boards.' All you're doing is re-motivating what they've already seen, but you know people forget unless you bring that back up. But you're doing it in advance as oppose to coming up to them say 'Hey, your membership's going to expire tomorrow, you're going to sign back up again?' It's how you handle those things.

Quits and exit surveys. This was something we're always this dying broken hearted when somebody decides they want to quit. And I take it personally, it's like gosh, there's something more I could've done in order, and I may have possibly say sooner, maybe talk to their parent, or do something just a little bit different.

Now here to Dave Kovar, a wonderful man, he shared the statistics with me that really kind of help with this stuff and perspective. 10% are going to stay with you pretty much regardless of what you do, I mean within reason. 10% are going to quite just because it's just not for them or they just don't see the value of the program. But 80%, that 80% is what you want to hang onto. By following these statistics, that's going to help with that 80%. So on exit surveys, ask them why you're leaving, is there something we could've done better. Be humble. Swallow your ego a little bit and ask what could we have done better. Instead of carrying that master mindset up, 'Well I'm the instructor, therefore if you don't want my program, you can go bye-bye.'


Well believe it or not that was kind of the mindset I had for a number of years. I didn't like it but that's just what was kind of engrained. But now it's, 'Hey I'm here to serve you, to make your life the best that I can, and in the process of that I want to help your child grow.' So if they quit, and instead of making them feel bad about quitting, you apologize and say what could I've done differently to help you. Maybe later in the future when they have younger sibling, they remember you. They leave a good comment or feedback, a good taste in the mouth, they come back to you.

Another big thing about / your stats is your highest quit rank. What rank are the most students quitting at? If it's in us, it's the green belt, red belt rank. So by noticing and knowing that, we've done a lot, we better the stripe program into the next, to kind of help out, give those rewards and incentive because there's a huge gap between green belt test, like seven to eight months, which is a long time. Especially considering nowadays, if it takes more than seven second for your phone to load, you're freaking out. For a child to wait seven months to receive their advancement, that was a bit long. So that was a high quit rank, but that was an area we had it through stats and numbers to find out, and by doing that we've been able to make an adjustment.

Net new - what is net new? That's the number of new students minus quits. Once again without seeing numbers, you're not going to realize what these are. I was just introduced to this recently and this thing I'm going to pop up next, just kind of blew my mind. And that is if you can get one net new weekly, that means one newer student and quits weekly, and you're all smarter than I am here, that's 52! Fifty two students yearly and that's just by tracking these things, doing these little follow ups and of course little sign there, big time, real head, 52 students a year with just one new on a week. Once again it's easier said than done, I could say this all day long. But by seeing these numbers, it's going to help you.

What else can we do for treat your business like a business? As I mentioned before about me being a one man band, do it all myself - it does not work. Training and delegating because you cannot do it alone forever. You might be able to for a while but sooner or later things are going to start slipping. Here's some pictures of kind of sharing and delegating with our staff.

You have to find and mold your superstars, potential instructors and assistants, parent volunteers. Anybody that you feel good about, that you feel good could help you and move along, and they don't have to all be 5th degree black belts. You can take some green belts and use them as assistants, and mold them into being your instructors. And parent volunteers just as helpers. You see in the bottom picture there, that one of the training sessions here when we go over things, but we have training with our instructors and junior leaders, up and comers if you will. Just plan that sit, making them feel good about being a part of the program, but also them 'You're going to be one of my instructors one day.'

And then of course consistency with training. You've got to be consistent. That's why I struggled a couple of years ago. I would have meetings whenever it was convenient. Well that's not good, there's no consistency there. It's got to be scheduled weekly meetings, and then have open communication where you're sharing and growing, and making them feel part of the team. 'I'm the master instructor and you'll do what I say' - that can't happen okay. Yes there is a hierarchy but four minds are smarter and better than one. Even if they're teenage, they'll feel important by having open communication. Let them share their ideas and thoughts. You don't always have to implement them, but the more special somebody feels like they're really a part of something, the better they're going to communicate, the more open they're going to be. I tell you what you're going to find some good ideas too.

Maybe real quick in the chat box, who's a one man or one woman band? Who does everything on their own?

Whitney: We've got couple I am's, a couple saying I was but I'm trying to delegate, for most of it, a couple of yes's, a couple of no's. Seems about pretty 50:50.

Rich: Okay, awesome, good! As I mentioned I'm sure so many of you are much smarter than I am, so you got this message a lot quicker than I did. But maybe those that haven't, maybe you never knew, but I'm telling you, you got to start early, molding and make the time. For the time you invest now is going to help you out so much as you move forward.

Rule number two, and this could be very easy than rule number one. I think we all do a great job I'm sure of teaching classes because that's what we're good at, we're martial artists. We're good with connecting with people, we're good with showing the skills of our art. That's why I put treat your business like a business because to me that was the thing that I was overlooking the most. But you've got to teach excellent classes every single time, not just good classes. How do you make that happen? You've got to have great lesson planning.


I've touched on that a little bit earlier, but if you fail to plan, you plan to fail. It doesn't matter how many years you're doing or you've been doing it, put down a lesson plan. It's going to make it more exciting for you, plus you're going to see areas that maybe you didn't see before. You're going to build in, you're going to be able to structure your time a little bit better. And obviously the more you do that, the better the overall output of the class. It's going to be for the kids and students of any age.

I just wrote an article and it's in Dojo Nation magazine this month. It's 'To Plan Or Not To Plan - Five reasons why lesson planning is central for martial arts success.' Maybe check that out, I give you some tips on that, on how to write a creative lesson plans and why they're so important.

The next thing - it's got to be Excellent Curriculum Design. You've got to offer more than just punching and kicking. Unfortunately the mindset of people coming in is you're coming in because Johnny wants to do --Johnny's a part of your kid today-- Johnny wants to do Karate, so therefore Mom and Dad are bringing him in. Their mindset is all you do is flop around, throw your arms and legs and make crazy Karate noises while you're wearing pajamas. That's what most parents think. Well if that's all you offer, you're fueling that. But you need to offer more. Excellent curriculum design that means you must have live skills program. You must have something that offers them more.

Life skills program real quick and then we left them for a while. Who has a life skills program? This is something we talked about when we had time but it wasn't every single class. Now every single class and we have that built in, and we weren't able to do it before because we hadn't planned in the lesson plan.

Whitney: We've got a bunch of I do's, one kind of.

Rich: A few there, Whitney?

Whitney: We've got we do, we do, we incorporate a life skill but no program per se.

Rich: Okay. That's a good point there. Since we focus it as a major part of the class, we do it right in the middle of a class, we can better our life skills character development program. Every week we have a different message of the week and we talk about that, we have the kids. I'll show you that in the later slide as we move forward here how we handle that, but that's an extremely important part of the program. That gives value to the parents. Sometimes the kids, they're the ones that want to quit or stop because it's boring. Well if you offer a great life skills program, the parents are going to be the encouragers to kind of encourage the kids to stay.

The next point is you've got to have outstanding instructors. You and your instructors must bring their best every single class. That is an absolute must above all else. If you've got a flat instructor or if you're flat, regardless how hard you try and fake it, if you try and fake it, it's going to come out. The energy in the class is going to be low. We have a little saying at our academy and that is 'There is no such thing as one-of-those-days.' No, you're not coming in with one-of-those-days attitude, because people come in with that but they come in for us to help them with their one-of-those-days. So we don't have one-of-those-days, we have 'Hey it's another awesome day.' Sometimes we have to put on that face but we believe in that and we say that, it comes out and becomes natural. And of course what does that do? Bang! It increases retention, which was what we talked about - it's easier to keep our students than it is trying to get a new one.

Keys to great classes and great retention - you've got to make every student feel special every single class. Something I read not too long ago was think about it this way: everybody is wearing a sign and that sign says 'Make me feel special.' That's what people want. Some ways to make people feel special? Look at that. Look at the smiles on those kids' faces, look at the kids behind them. They all want a high five. Everybody loves a high five. Just makes them feel good, makes them feel a part of it.

Knowing every student's name - now that's a requirement. We tell the instructors 'Hey this old guy --I'm not that old-- but if I can remember everybody's name, and every parent's name, you can too.' First they thought that's a bit of a challenge but they've worked toward it. They know there's nothing more special to a child than their own name. And there's nothing more special to a parent than hearing their child's name in a praising manner. Because unfortunately sometimes the only time a parent will hear a child's name from an instructor or teacher is when the teacher's calling and tell them what their kid did wrong. But they hear their child's name, 'Hey Dylan, that was awesome, buddy, good job!' Well of course it makes Dylan feels good, and Dylan's mom will who may then playing with her iPhone looks up, like 'Hey that was my kid's name. That's awesome!'

Another thing - lots of high fives, got to have high fives. There's a 3:3:3 and that is you need to say each child's name three times each class, you need to have appropriate hand contact --you know high fives- three times at class, and then you need to make eye focus with them three times at class. They may go oh man, that's impossible. No it's not, that's engaging with them, moving around, and making them once again feel special.


Another thing - SSL, that stands for Smiling, Sweating and Learning. We're all smiling but do you notice, martial arts program too. So we got to keep them active, moving, sweating, and then most importantly what makes people feel good is when they learn something new.

PCP = Praise - Correct - Praise, that's all about how you discipline a child. You want to build them up, talk about what they need to work on and then end them with something positive. Maybe Dylan's having a tough time. It's like 'Ah Dylan I tell you what, buddy, great job, I'm proud of you but let's bend that lead knee a little bit more for that forward stance. Now try that. How does that feel? That's awesome, buddy, good job!' So you're telling he's doing stuff good to make him feel good, you corrected him in a great manner, and then you praise him again, give him a five and make him feel good.

Here's another thing, we've been doing this for a long time. The more we engage with it, the better and better it gets. We used to be hitting this when we had time, now we do it every single class. We greet students and parents at the door, welcome them in for the class to create that warming inviting experience when they first come in. And then when they're leaving, 'Hey have a great day!' and the biggest thing on that is 'When will we see you again? Are we going to see you tomorrow night? Next night?' You know the kids are turning 'I don't know. Mom, can I come in tomorrow?' 'I think it's Tuesday.' By having them say that, that plants that seed in their mind that they're going to come back on Tuesday or whenever that was. It holds a lot of weight. And the other thing is if you can get them back one more time, one more time, and that's the kind of thing. Every time a student steps in your studio, they're one step closer to the black belt or next belt, or one step closer to quitting.

First - you got to teach fun and exciting classes. That's a must as we talked about. But teaching good technique doesn't have to be boring. Standing and doing 50 round kicks in front of the mirror. After 9 or 10 mentally people are shut down. You got to change it up. On our kid's class, add a little simple thing. We got an exercise dice, you can see up there in the corner. We put it on top a little dragon which we took off the base there. They go up and work on the round kick. It works perfectly on getting that knee up, coming around and doing the round kick. Of course they love it because if not, they can kick over the little dragon, they have to kick the dice off. And then when the dice is kicked off, whatever exercise that says they have to do five, or those of 10, of those whatever the case may be. They run up, kick it off, do their exercise, and then the next person goes, so you keep the line moving. Look at the other kids behind this, 'Oh I can't wait for my turn!'

As I mentioned earlier, I kind of put this in bold for you - kids get bored, doing 50 round kicks in front of the mirror, but the parents are the ones that quit. Because the parents are only going to fight with their kid so long about going to class. That's where the balance comes in. Creating value to the parents are a hustle [inaudble] on board and they support you, and that's about the mat chats.

The mat chats, that's how we do it. Add a perfect picture. We bring over by the parent area, we huddle around, and we interact with them. Three to five minutes long, just sit down. It's kind of have a little focus anchor to get them back in, when we talk about our message of the week. This week we're talking about where you are, be there. That means if you're at the studio, you need to be totally focused on what you're doing. If you're at school, you need to be focused on being at school, not daydreaming. You see the hands are up, we engage with the kids and that's good of course, keeping them connected.

As I mentioned it adds so much value to your program. Sometimes parents come in they think all you do is jump around, play around in pajamas. If you got a life skills program that's part of every single class, that adds value.

Another thing we do is disguise repetition, camouflage repetition. Here's kind of a series of different things we've done. We kind of we do three or four stations or activities all at once. You use equipment to camouflage repetition. Like you tap one area, see that little guy doing a side kick and he's going to do a round kick on this one. It's exciting, everybody likes to kick and kick stuff. The line drills, get focus on patience, balance, concentration, body control. Because if they stand there and wait and then it's their turn, they get involved and get engaged with a variety of different activities.

The other one you see - music. We love music, everybody loves music. It keeps the kids engaged, it adds more excitement to it, and that's also a great focus anchor too. Music stops, freeze! and then they start up again. Or 'Stand like a martial artist!' Use the music as a focus anchor. So there's a few pictures you can kind of take those in. One here at the bottom is one of our instructors that's actually with my son there, playing whacky warriors with the tigers, they're out there having a good time. I don't know how many pictures we're posting on Facebook that night. / the tigers to, Whacky Warrior's the instructor.

The third point and this is a point that's huge. It's huge as the business and of course teaching great classes. This kind of brings it all together. You've got to surround yourself with successful people.


You've got to put yourself and surround yourself with people that have been there before. I put on here 'Honor and integrity is in your heart, not on a patch.' I say that because I was with an organization for quite some time. It was very difficult to part from that organization. But it came down to the organization made me feel like I couldn't accomplish more. I had to stay in that mindset of 'I'm the master therefore everybody bows to me.' And that was ego-driven as opposed to success-driven. Teach their own, you do whatever works best for you. I'm not saying leave the organization, I'm just saying this was a huge step for me to do that.

Remove yourself from negative influences. Kind of a yucky picture there but it says 'Lose money, ask me how. I'll tell you.' It's just that ego-driven mindset.

Value, treasure and protect your students. You see the little thing down there, shaking every nickel and dime out of the student. They're your future. You cannot nickel and dime them. We have no [inaudible] charges, no belt testing fees, no federation fees. It's all wrapped up in our membership fees. Without students, it doesn't matter what you know, they're not going to grow and you can't share [inaudible] with others. So treasure, value, protect your students.

Success leaves clues. That's why you've got to surround yourself with successful people. They know how to get there. They were struggling like I was and maybe like you are now. But they left clues, I picked up those clues as much as I can and still picking those up, following in their footsteps.

Read, learn, attend webinars like you're on a webinar today, that's great, that's going to help. Reading, going to different events. That is once again you're following and surrounding yourself with successful people.

You must have a white belt mindset. As I mentioned before you can't have that 'I know that, I know this, I know that, well that doesn't work in my area.' You've got to be a white belt and absorb. It doesn't mean you have to take everything in. You know the old Bruce Lee thing, absorb, absorb, absorb, pick out what you like, add yours and make it your own. That's what we should do with anything. Not only our martial arts program but also our business side. Make it fit our values and our purpose but learn from others.

I guess the big thing, in the last four, five years, I've read more books than I've probably read in my entire life. I guess close to 60 books. I attended countless webinars and countless events. Once again surrounding myself with successful people, learning how they do it and success leaves clues.

So successful people, I can't praise and say enough thanks for ChampionsWay there. I truly can't. From all the people there, Master Fareed who's the CEO and the owner, Vahid, Keith, Nima, Whitney, all wonderful people and their Support staff is great too, all top notch professionals. And the thing they do is they're an elite, all in one software development company. All the things I talked about was stats. Everything with stats, the billing, nurturing --and by the way I didn't know what the heck nurturing students or nurturing was years ago. That's just all about nurturing the students. The leads that get them to come in, and nurturing the students to keep moving forward. Stats tracking, automated emails, reports dashboard, 24/7 Support. I can go on and on and I'm sure Whitney will talk more about that, but those are things that are taken care of without me having to do a whole lot of work. They're there, I just print out a report and go over them. Instead of I used to use Microsoft Excel and I wasn't very good with Excel, but I was even worse about trying to figure out how to do it, and then I never print out the reports. But here it's so simple. There's the stats, how many leads you have, inquiries and leads you have coming, 30 of them. Well out of that we had 20 sign up for lessons. Out of that we had 10 of them move on. Well there's a few gaps in there and those areas I can fix. There's no guess work.

Another one as I mentioned them earlier - Dave Kovar, ProMAC that stands for the Professional Martial Arts College. I met / Kovar through a ChampionsWay's event. It's basically a blueprint on how to run a successful martial arts studio. He gives you tips on the mat chats, he gives you tips on how to hire people, gives tips on how to train people. So it's some kind of a blueprint. He's a wonderful person. It's another huge thing of surrounding yourself with successful people. And the thing is all at ChampionsWay and Kovar, they're so down to earth. You think these guys that do all these and they have these multiple studios, and just wildly successful, they would be on another level but they're on our level, they respect us because they know, they were where we once were. They've battled through and they're happy as to share their success.

Great authors and books, here's just a quick list. Authors Zig Ziglar, Jack Canfield, John Maxwell, Brian Tracy, Jim Rohm, and the list goes on and on but I want to keep it short.


Great books to read right at the top there 'E-Myth Revisited' - that's why most small businesses fail and what to do to make it great. 'How to Win Friends and Influence People' - that's Dale Carnegie. 'Success Principles', 'The Big Leap' and 'Mindset'. And that's just a few but all these once again are books written by people with different mindset on how to get to where you want to be.

Okay quick review and then we'll open up for Question and Answer. The three keys - number one: treat your business like a business. That is an absolute must.

Number two: teach only excellent classes, never just good, okay. Good is not good enough anymore. Maybe it used to be but not now. You've got to have excellent classes and once again, you got to find the balance, you got to balance it out, make it fun so the kids enjoy it. But also providing life skills, character development and value for the parents to pay for what your classes are worth.

Third, this is important as the others - you've got to surround yourself with successful people. People that know how to do what you want to do and how to get to where you want to go.

Last is my little motivator at the end there - you've got to have the attitude and mindset of a warrior. Realize that you've got what it takes and you've got the spirit to make it happen. I want to tell you up front: it's not going to be easy, but nothing in the martial arts life is easy. It wasn't easy to get your first belt, it wasn't' easy to get your black belt, it wasn't easy to get your master's belt, but you've battled through. So you've got the spirit, you've got the attitude, therefore you're a step ahead of anybody else in the business world who hasn't done that, who hasn't perseverance and battled through their own something. So you've got the spirit to make it happen.

What we have to do is you've got to realize that you're going to battle, it's going to be a fight, but you know how to fight, you know how to battle.

The last one: realize even the greatest warriors don't fight alone, they have a team. A team of likeminded connected people that are going to help you to achieve success and achieve your dreams. And of course those who have seen the movie '300', there you go. Only 300 took on over a million. Of course the end result wasn't very good but you get the whole concept, the idea of warriors fighting together with a team.

Bang! Can you do it? Absolutely yes you can do it! I'm telling you, if I can do it, anybody can do it. You got to go on the fight, you got to go on the battle, but being much smarter than I was, you'll get there much quicker.

As we wrap things up here, too many times when I attend a webinar or seminar, I try and take the whole thing home. I'm going to do this, this, this. And that's all great. But in the midst of trying to do everything, I get nothing done. So take one thing and that's going to be your A, that's what I'm going to do today. And then a B, and then a C and then so forth down the line but if you don't start with one, you're never going to start with any. So whatever area that was the most important to you, maybe it's treat your business like a business, bang! That's the one you're going to start with and you're going to start implement that, and then go from there.

That's all I've got for you. I want to say thank you very much for listening. I hope it was educational for you. I hope you enjoyed it. And please, I'm open to questions. Now if you've got any questions or anything I can help, I'd be happy to answer those.

Whitney: Thanks, Rich, that was such a good presentation. Now we've all got some greater base from someone who has been through opening a school firsthand. I really like the comparison between the 2006 and 2013 images. And also the 3:3:3 rule, simply genius. I know Carlos agreed on that as well.

That being said, there's been a ton of interactions throughout this webinar. Thank you all so much for being a part of this and interacting so well. It helps us as well and I'm sure it makes fun for you guys. As Rich mentioned ChampionsWay has been working closely with Rich to create an in depth case study. ChampionsWay / department growing Grogan's Academy of Martial Arts and we're very excited to show you the actual numbers behind Rich's school. Along with this case study and webinar, we thought it would be a fantastic idea to offer you a side by side analysis of your school versus Rich Grogan's. So you can see the ChampionsWay software, website, marketing and the features that Rich used to understand how your school can benefit from them just as Rich had. So right on I'm going to post this link. The link will lead to both the case study and the form developed for the side by side analysis.

Now we're going to open it up to questions, there's a bunch coming in. If we do not get to your questions, depending on time, we will get to them later. I'm sure you've got further questions so please email marketing@perfectmind.com. Rich's just pulled up his information on the slide so please feel free to give him a talk to as well.