Aikido Instructors Journal July/Aug 2009 by Aikido Instructors Organization

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What’s New….

What you’ll find in AIO Consulting Package 4...  Adult and child advertisements/posters included for external marketing.

 Create a children’s testing format that promotes success, retention & revenue!

 How to maximize your exposure through effective demonstrations.

 Learn the steps needed to purchase your own building.

 AIO’s member’s only teleconferences! Dial in to meet and discuss hot topics on dojo business issues.

 Can’t

be a part of the AIO teleconference? No problem! Check out the new audio section of the AIO website to download the latest discussion.

 Be sure to visit the AIO forum to see new posts and topics!

 Add value to your program with Monthly Character Lessons.

Coming Soon….

 Learn how to maximize your enrollments with successful sales strategies.

 Andy’s next email tip arrives in August!  And MUCH MORE!

 Michael Veltri, Chief Instructor & Owner of Okinowa Aikikai, Washington D.C. shares the story of how life’s path led him from a successful business career to creating a thriving dojo of over 200 students in downtown D.C.

 An in-depth look at how technology can add value to your membership while saving managerial time.

 Strategies on how to teach challenging students.

 And MUCH MORE!

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Editorial BY AIO PRESIDENT, SKIP CHAPMAN

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Inactive Students: Gone But Not Forgotten Recently AIO hosted its first teleconference. During the call, one of our members asked a great question that I thought would be worth sharing. The question was: “I was thinking about contacting some of the students that have quit training. Do any of you contact old students and try to get them to come back?” So now I pose this question to our AI Journal readers: How do you handle students after they quit training? Do you just place their name in your dead file; or do you continue to market to them, hoping to get them back on the mat? Before moving forward, let’s define an inactive student. An inactive student is a student who stops coming to classes and no longer pays the dojo dues. These students may or may not notify you of their decision to quit. Whether it is a software database or a paper attendance card system, it is important for dojo management to have some sort of system for tracking both active and inactive students. Regardless of which system you use, be sure that it is updated on a regular basis.

cult or involved process. The primary goal in dealing with exiting students is to find a way to keep the door open for students to return one day. At the very least, we want the exiting student to refer other students to your dojo. In a perfect world we would never lose a student and we would be able to avoid this entire process. Unfortunately, the ebb and flow of students is a part of running a dojo. By monitoring your active and inactive numbers, you will be able to notice trends and make adjustments to decrease the amount of students who quit. By tracking your exiting students, you will be able to consistently improve upon areas in the dojo that may need some tweaking. If you stop reading here and do nothing else except track your active and inactive students on a consistent basis to analyze trends, you will still make a positive change in your dojo. But don’t stop here, because tracking is just one component to the process of marketing to inactive students.

Marketing to past students, however, does not need to be a difficult or involved process.

Now that we know who our inactive students are, is there anything we can we do with them after they quit? Yes! The majority of students leave due to scheduling difficulties or other reasons that are not a negative reflection on your dojo. Rarely does a student leave because he or she dislikes training. Taking this into consideration, why shouldn’t we continue to market to former students in hopes of regaining their membership. Marketing to inactive students is an area of dojo management often neglected due to various reasons. Contacting former students can feel awkward for all parties if not done correctly. Marketing to past students, however, does not need to be a diffi-

The other key component to drawing former students back into the dojo is personal contact. Your initial contact with an exiting student will either be during a Missing Student Call (Members: See AIO

Package 2 for directions on how to implement a Missing Student Call system); or during a student conference where the student informs you that they will no longer be training. During both of these scenarios, it is imperative to learn why the student is quitting. In addition to finding out why the student has decided to leave the dojo, use this opportunity to see if there is anything that can be done to help keep them training. For example, a temporary scheduling conflict can often be rectified by offering

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Interview by Skip Chapman Cover Photo & Article Photos by Jaime Kahn Jaime Kahn Photography - www.jaimekahn.com

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AIO: First, I would like to thank you on behalf of all of the members of AIO for agreeing to do this interview. I know that you have been interviewed all over the world and more times then you can count. Seldom do the interviews, however, focus on the business side of the dojo. I know that AIO members and dojocho around the world would love to know about your thoughts on how business and aikido can coexist harmoniously. If we could start with a bit of history about New York Aikikai (NYA), when and why did you come to New York?

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Yamada Sensei: I arrived in New York City one rainy day in April 1964 by a Greyhound bus from Chicago. I left Japan in February of 1964, right after my 26th birthday, and it took me almost two months to get to my final destination. I have called New York City home for the past 45 years. Why did I come to New York? Is there any other city in United States besides New York City? (laughing) New York City was known, and is still known, as the place to go if you want to make it big, right? That is one reason why I ended up in New York; although there is a longer story behind my move which I would be happy to share with you the next time we talk. AIO: We look forward to hearing it! To satisfy our readers’ curiosity, were there any other location choices besides New York that you considered? Yamada Sensei: In the United States of America? No way! I made a good choice when I came here over 40 years ago. (laughing) AIO: I know that those of us in the Northeast are very happy you did, Sensei. Most dojocho encounter hard times during the first few years of owning a dojo. From your experience, can you discuss some of the hard times you experienced

when you first started NYA? Yamada Sensei: First of all, I’m not a dojo owner. I’m a spiritual leader. Don’t you know that? (laughing) No, really. In the beginning when I first started New York Aikikai, everything was hard. I barely had a place to live and I had absolutely no money at all to buy anything. When I came to the States, I left my family behind in Japan, so not only was I poor, I was also alone. New York City had very little exposure to Aikido in 1963. Very few people knew or understood Aikido which made it very difficult to attract students and grow the dojo at first. If you think of hard times, you name it and I experienced it. Any hardship I experienced, however, was important for me. I appreciate everything I have far more because I worked so hard for it. I still work hard. If I had been given everything early on, I would not know what it is like to struggle and succeed. Everyone should have that part of their life to look back on. Only you should do it earlier than later. That was one reason I chose to leave Japan when I did. The only time you can suffer that way is when you are young. AIO: I am sure that many dojocho find comfort knowing they are walking in similar footsteps when they are struggling through hard times. Having reflected on those early days, do you recall any lessons that you learned as a teacher and businessman during this period. What did you do to help survive the times that were less than easy? Yamada Sensei: First of all, I might have been a good teacher when I came to the United States, but a businessman? I was the worst businessman in the world. Everything I experienced with business was a lesson for me. I didn’t know how to be a good businessman. I have fortunately learned through life experience and trial and error through

Photographed by Jaime Kahn - Jaime Kahn Photography - jaimekahn.com

â&#x20AC;&#x153;Listen, you have to pay rent. A dojo has bills and often employees who need to get paid. Whether you believe the dojo is a business or not, it is. As long as you can keep a good balance between giving back to the students and not becoming greedy, the dojo will be fine.â&#x20AC;?

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the years and I am still learning. You should always be learning in aikido, both in learning technique and improving your dojo. What did I do to survive the early years? I drank a lot of Jack Daniels! (laughing) It was much cheaper here in the United States, compared to the price in Japan. AIO: Sensei, we have found that most dojo owners in the beginning have little to no business experience, which is one of the reasons why we started AIO, to help dojocho get a jump start on their success. Was the change from the hard times to the good times a gradual process or did it happen suddenly? Yamada Sensei: Slowly. For some it happens very slowly. You just have to have a lot of patience and keep learning and trying to improve yourself. It isn’t just about knowing how to do a technique. It is about knowing how to teach people so they stay training, and about how to run the dojo so it makes money. AIO: Yes, Sensei. Those two points, keeping students and having a positive cash flow, go hand in hand for growing a dojo. In all of your experience you have had the great opportunity to see the landscape of dojos across the country change over the years. In your opinion, how are current dojos different than dojos forty years ago? Yamada Sensei: Yes, the landscape of dojos has changed quite a bit and I am happy it did. If it didn’t, that would be a problem. In the old days, we were just happy if we had any space to train and any kind of mat to fall on. We didn’t care how the building looked from outside or where it was located. We just wanted to train and spread aikido. Many dojo now have nice tatami for training, lounges, private places where people

can talk business, and even areas where students can shower. Dojos have definitely improved since I arrived in the States. AIO: Sensei, in your opinion how would you define a successful dojo? Yamada Sensei: A successful dojo has several parts. It has to have a good teacher, dedicated students who are talented in many ways, a clean and pleasant dojo for its current students and to attract new students, and, of course it doesn’t hurt if it also has a lot of money!

(laughing)

AIO: If you could create the perfect dojocho, what characteristics would you want that chief instructor to have? Yamada Sensei: Ideally you want to have a relationship where students respect their teacher and the teacher truly cares about his students. A teacher has to earn this respect from his or her students. You cannot force them to respect you. AIO: Isn’t that true in all areas of life, right Sensei? Yamada Sensei: Exactly. AIO: You always encourage students, especially instructors, to travel and train with various talented Aikido instructors to improve their technique for themselves, but more importantly for their students. How important do you think it is to approach the business side of the dojo in the same manner? Yamada Sensei: I don’t think I have to say how important it is to attend as many seminars as you can. Seminars allow you to grow as an instructor and student which is necessary for you to be the best dojocho you can be. As for learning about

â&#x20AC;&#x153;Your life is always a gamble. If you are afraid to make changes, you will be a loser and will never win. Actually, as a leader you can do anything you want, but just be ready to face the mistakes you might make and admit your fault. â&#x20AC;&#x153;

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â&#x20AC;&#x153;You have to have a plan on how you are going to grow and improve.â&#x20AC;?

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Yamada Sensei: Oh, a lot. I teach somewhere around two or three seminars a month and travel to six or seven different countries every year. I have been teaching this type of seminar schedule for years and I have met many very nice students all over the world. However much I love teaching, I hope to teach less seminars next year. AIO: Your travel has been a great contribution to the art. You have helped spread aikido all over the world. Many dojocho have in turn attempted to open dojos, as well as travel and teach seminars. Do you have any advice for the dojocho trying to balance teaching seminars, attending seminars, and running their dojo? Yamada Sensei: Well, you should know. You are doing a good job with it.

(laughing)

AIO: Thank you, Sensei. My supportive staff and family makes it easier for me than some to find a balance.

Yamada Sensei: There is no question that it is important to be a good leader. It is very difficult to be a decision maker. Like Yogi Berra said, “You can’t win them all”. Unfortunately, to make one person happy, you often make somebody else unhappy. A leader should understand this and make decisions with no regret. Just do what you think is the right thing and move forward. If you do not have leadership skills naturally, well, you can always learn from your own teacher as my students have learned from me for years! AIO: I have most certainly learned many of my leadership skills from you, Sensei. Thank you. Yamada Sensei: You are welcome.

(laughing)

AIO: Many AIO members are ready to make changes in their dojo but fear that their students may be resistant to change. After over 40 years in existence, New York Aikikai continues to change, progress, and implement new procedures and systems to improve the dojo. Why do you think that progress and implementing new procedures is so impor-

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AIO: Obviously you feel that it is important to have a strong understanding of Aikido as a martial art as well as understanding the business of Aikido. How important do you think it is to be a good leader and decision maker? Can a dojocho learn how to be a better leader if they do not have these skills naturally? And if so, how?

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AIO: Thank you, Sensei. While we are on the subject of seminars, I am familiar with your traveling schedule, however, some of our readers are unaware of your extensive seminar calendar. Can you estimate how many seminars you teach a year? How many countries have you visited over your years of traveling?

Yamada Sensei: I think people just don’t know where to go for help. Now that you started AIO, they have a place to go where they can learn how to help their dojo make money and grow. That’s a good thing.

Yamada Sensei: Whenever you discuss federation lines, it can become a very difficult and touchy question to answer. Leaving politics aside, as long as the instructor doesn’t lose themselves or their goals, then sharing information to help grow the dojo on the business side is a good thing.

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AIO: What do you think keeps some dojocho from applying the same amount of commitment to the business side of their dojo that they apply to their physical training?

One of the special features in AIO is that its members are represented by just about every type of style of aikido and federation. Within AIO, we have many dojocho interacting and exchanging ideas from all over the world. Do you feel as though reaching out across federation and style lines in this manner is beneficial to strengthening the art? Why?

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the business side of the dojo? Just like anything else, you must try hard to achieve your goals, so continue learning on all levels to improve your dojo, business and training.

Yamada Sensei: Your life is always a gamble. If you are afraid to make changes, you will be a loser and will never win. Actually, as a leader you can do anything you want, but just be ready to face the mistakes you might make and admit your fault. Life is about taking chances and making choices. Sometimes the choices are wrong, but a lot of times the choices work out and you are better off because you made the change.

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AIO: Speaking of taking chances, I understand that New York Aikikai has recently hired a billing company for the first time? Was it difficult to get all the current students on board with using a billing company? Has it made life easier for you, and if so, how? Seeing the benefits of using a billing company first hand, would you recommend it to other dojocho?

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Yamada Sensei: To be honest with you, I was against the system at the beginning. I was worried that we might lose some members simply because it is New York City and New Yorkers have a different way of looking at things. To me, it was a gamble to go with a billing company, but it paid off. We have switched over completely and things are going really well. Surely, I recommend it.

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AIO: Can you tell us, from a business perspective, how has your dojo changed over the years? Are these good changes and why? Do think that a strong business plan helps in the process of securing the future of New York Aikikai? Yamada Sensei: Sure, New York Aikikai has made changes. Just look at the billing company. New York Aikikai made a big change doing that. It is up and working now and my uchideshi are happy, so I am happy. You have to have a plan on how you are going to grow and improve.

AIO: Thatâ&#x20AC;&#x2122;s great for our readers to see that even large and well established do-

jos, such as New York Aikikai are continuing to grow and make positive changes. As a leader and founder of a large Aikido organization, you have had the experience of dealing with many challenges all over the world. Many dojocho come to you for guidance, placing their problems on your desk. On a smaller level, the average dojocho has many internal dojo problems that arise. Do you have any advice for the dojo owner on how you personally deal with problems using a patient and steady hand? Is there a common theme to many problems that dojocho bring to you, such as location issues, etc. Can you give some advice to dojocho on how to avoid problems within their dojo? Yamada Sensei: No matter what, there are always some headaches that arise when running a dojo. You cannot avoid them. You just have to deal with each problem as they arise. Just like you have to pay taxes. I would tell dojocho to use common sense when handling problems. How can dojocho avoid having problems? I would like to know how to avoid problems as well, so if you know how, tell me! AIO: I wish I knew as well, Sensei! (laughing) One problem some dojocho are concerned about is losing the traditional and technical side of the dojo if their dojo grows too large. With New York Aikikai being such a large dojo with a deep history, do you feel that this is a problem for New York Aikikai? What would you advise dojocho who are afraid of losing tradition and technical teaching while growing their dojo? Yamada Sensei: Fortunately, New York Aikikai never lost the technical teaching or traditions of Aikido. What I would tell dojocho is that, if your dojo is growing and you are getting more students, you must be doing a good job, so donâ&#x20AC;&#x2122;t worry. Just keep doing what you are doing and keep improving yourself and your dojo. AIO: You have had the unique experience of watching Aikido spread significantly over the years since you first arrived in 1964. You have seen dojo pop up all over the world and many directly due to your hard work in spreading the art. How do you see the art progressing and continuing for the next 40 years? Yamada Sensei: This is a very difficult and touchy question. I have a lot to say on this subject, but I do not want to reveal my thoughts right

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tant? You have some students training at your dojo for almost as long as New York Aikikai has been around. Do you get resistance to change from these students? If so, how do you deal with this?

Yamada Sensei: No question. The one factor that makes a dojo successful is the instructor’s personality. AIO: Overall, what are some things you feel dojocho should be doing better? Yamada Sensei: Simply, just do what you have to do to be a better teacher and have a better dojo. You should know what you have to do. Just do it.

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Yamada Sensei: Proud of myself? Look around you. If you see many nice people, that is good. That is what I’m proud of: being surrounded by many nice people. AIO: Thank you, Yamada Sensei, for spending time with AIO. I know I can speak for all of the AIO members that your advise and experience is inspiring for dojocho of all levels. It has been a true honor interviewing you. Thank you, Sensei.

Skip Chapman has been practicing Aikido for 18 years and holds the rank of Godan. Skip began his career as a professional Aikido instructor and dojocho in 1995 and, since then, has helped numerous instructors grow their dojos all over the country. In 2005, Skip was honored to be the first Aikido instructor ever featured in the international martial art business magazine, MASuccess. In addition to being the founder of Aikido Instructors Organization, Skip is also the Chief Instructor/Owner of Jersey Shore Aikikai, a Level One Certified CrossFit Trainer, and an active member of the United States Aikido Federation Board of Directors. You can contact Skip at skip@aikidoinstructors.com

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AIO: Talking about finding balance, you have had to find a balance with your traveling and dojo. Because your seminars are always very popular and in high demand, your travel schedule allows you to visit dojo all over the world on a monthly basis. Through all of your years of experience, what would you say are some common characteristics that you see in a successful dojo. What would you say is the one factor that makes a dojo successful: the instructor, the location, the students?

AIO: What is the one thing you are most proud of in your career?

Yamada Sensei: Listen, you have to pay rent. A dojo has bills and often employees who need to get paid. Whether you believe the dojo is a business or not, it is. As long as you can keep a good balance between giving back to the students and not becoming greedy, the dojo will be fine.

Yamada Sensei: I don’t have any regrets. I would repeat everything again if given the chance. I might have made mistakes in the past like everyone, but I learn from my mistakes.

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AIO: Well, I hope that we do not read your Last Will and Testament for a very long time, Sensei, but I am sure it will be very enlightening. Many dojocho are still reluctant to embrace the concept that a dojo is a business and that we can maintain the integrity of the art while still running it like a business. What would you say to them and this reluctance?

AIO: You and others have made tremendous sacrifices to spread this art. When you look back at your years of teaching, what is the one thing you would have done differently if you could?

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now. You will all know what I would like to happen over the next 40 years when you read my will.

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one or two free private lessons to supplement missed classes.

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If a speedy return to the mat is impossible, at the very least you will want to keep the door open for a future return. Often students will quit Aikido for various reasons with positive intentions to start training again. How many times have you seen an old student at the supermarket who tells you: “I didn’t quit! I’m just taking a break!” The student often talks about how he or she will be in any day now to start practicing again. Unfortunately, without a positive push, these students will often not take the initiative to return to training. Why? A common reason is that past students may feel embarrassed that they quit or feel as though they may not be wanted back. Maintaining contact on a regular basis can help avoid the possibility of former students experiencing these feelings. Contact may be an occasional email, newsletter, or telephone call to say hello. During these contacts, take the opportunity to promote dojo events and specials, as well as to cross-sell your various programs. Adults will often have children or nieces and nephews who may wish to train. Even though little Johnny may no longer have time to train, his mom or dad may decide that they would like to train instead! Keeping communication open allows you to market to the inactive student’s entire family as opposed to just one person.

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Any student who leaves the dojo stating that they will be returning in the future merits the effort of continual marketing. By doing this, the student feels as if they are still a part of the Aikido community. Students who have a positive connection with the dojo are more likely to fall into training again, either personally or through referring family and friends. By maintaining a welcoming and positive connection, you will be surprised how many of your inactive students will become active students again. So, do not give up on the student who has “taken a break”. Instead, continue to maintain a harmonious relationship, letting them know that there is no better time to start training again than today.

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