MMA Business magazine

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Kids.Yoga.Kickboxing.

Your Path to Growth?

MARKETING MOXIE:

MAXIMIZE MOBILE & MEET MORE MEMBERS

Nutrition: Market This Service < Profile: Fuji Sports < Center Ring: Hans Molenkamp < Fight Summit: Event Highlights <

FEATURES

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THE NEXT BIG THING

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MARKETING NUTRITION SERVICES

Adding new programming and classes to your schedule can be a great way to grow your business.

Or it can be a costly distraction. We talk with the experts who know how to do it right.

For both the weekend warrior and the MMA fighter, good nutrition planning can make a training plan successful. Should you add this service to your offerings? Here’s what you need to know.

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MOBILE MARKETING

Are you aware of the latest from the MMA? That stands for Mobile Marketing Association, and it’s a hot topic right now. Customers want to interact with you through their mobile devices. We tell you how to get started with mobile marketing.

CONTENTS DECEMBER 2011 VOLUME 2 No. 6

DEPARTMENTS 4 I MIXED THOUGHTS Promoting You

6 I BUSINESS OPERATIONS Marketing at Local Events

8 I TEAM WORK

How To Welcome the Walk-ins

12 I INDUSTRY NEWS

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UFC Sues New York State, Viacom Buys Bellator, RevGear’s New Office

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16 I TREND TALK

Your Secrets to Member Retention?

18 I CENTER RING Hans Molenkamp

20 I PROFILE Fuji Sports

24 I BUSINESS SOLUTIONS Developing Your Business Plan

26 I EVENTS

Fight Summit Highlights

40 I MEDIA BUZZ

MMA H.E.A.T. – The Heat is On

44 I YOUR GYM

TriStar Gym, Montreal, Quebec, Canada

46 I PRO SHOP

New Products and Services for your Gym

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48 I OUTSIDE THE OCTAGON Ask. Listen. Repeat.

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MIXED THOUGHTS from the Editor www.MMABusiness.com Vol. 2, No. 6, December 2011

MAGAZINE STAFF

Promoting You I got into a nice discussion recently on LinkedIn.com – on the MMA Business Group page – regarding the UFC’s ability to manage recent and future retirements of big name stars. With BJ Penn and Mirko Cro Cop announcing their retirement, the UFC is losing two big draws.

Let’s face it, without the big-name athletes that make up its top 10 percent, UFC is ... well, Bellator. Nothing wrong with that; I’m a Bellator fan and appreciate the tournament environment. But Bellator – and every other non-UFC promotion – is not a monster marketing machine like the UFC that will continue to grow the industry beyond its current enthusiast base.

So the question I asked on LinkedIn: How can UFC manage its recent and future retirements? From Randy Couture to BJ Penn to Mirko Filipovic, and other fighters who may soon hang up the gloves – is UFC ready and able to replace these fighters with attention-grabbing and fan-garnering athletes to keep building this sport?

A few of us on LinkedIn had a good discussion around this question (thanks Ace, Kyle, Steve, Daniel and Gabriel), and when the topic turned to a fighters union, we all quietly agreed to table the talk. Before that, someone mentioned “The Ultimate Fighter” (TUF) as a farm club of sorts to bring in new talent. And that does work. But if the UFC really wants to be the next NFL, it will need a whole lot more than one TUF season per year.

TUF is good TV, no doubt, and the format has worked to attract fans to the UFC and to MMA in general. I might even argue that TUF does more to bring members into your business than a typical UFC fight, but I digress.

The reality is, you are the farm club manager or the college football coach who can graduate fighters up to the big leagues. You’re building the future of the UFC (and Bellator, and others, for that matter).

What does this mean? It means you have the power! It means promoters need you, and don’t forget that. It starts locally, of course.

There might be someone in your advanced Muay Thai class who should enter a fight. And there might be a local promoter who needs to fill a card.

I know, you’re thinking, “Fighters just cost me money.” If so, you’re not engaging them like the UFC does. Even at the local fights, you can get a fighter to work for you, to promote your gym as much as they promote themselves. It’s working for the UFC. And, it can work for you!

Glenn

GLENN HANSEN

GLENN@HANSENHOUSECOMMUNICATION.COM

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Publisher Richard Hendricks rh@HendricksBCS.com 612-306-1707 Editor Glenn Hansen glenn@hansenhousecommunication.com Editorial Contributors Ted Czech, Dale Shirley (Photographer) Art Director Brett Link, BlinkVisuals Brett@BlinkVisuals.com 612-741-3048 Advertising Sales Representative White Chocolate Management reed@whitecm.com amy@whitecm.com 310-980-1765 Advertising Sales Representative Heidi Collins mmabusiness@yahoo.com 651-353-1981 MMA ADVISORY BOARD Ricardo Liborio, Erik Paulson, Mark Dellagrotte, Greg Nelson, John Hackleman, Lonnie Markwell, Steve Pinado, Reed Wallace, Greg Jackson, Gerald Chopik, Kevin Kearns CIRCULATION FULFILLMENT Knowledge Marketing Publishing Services

MMA Business is published 6 times annually by MMA Business LLC, 9444 Deerwood Lane North, Maple Grove, MN 55369.

Postmaster: send address changes to MMA Business, 9444 Deerwood Lane N., Maple Grove, MN 55369.

MMA BUSINESS LLC 800-989-8085 President Chuck Blanski Vice President/Sales & Marketing Jimmy Pedro Subscription Information: Free to qualified members of the mixed martial arts industry.

To subscribe or renew your free subscription, go to: MMABusiness.com, Customer Service: contact MMA Business, 9444 Deerwood Lane North, Maple Grove, MN 55369. Call 800-8696882, Fax 866-658-6156, or e-mail MMA@ kmpsgroup.com Editorial Submissions: return postage must accompany all manuscripts and photographs submitted to MMA Business if they are to be returned. MMA Business is not responsible for unsolicited materials. MMA Business makes no endorsements, representations, guarantees or warranties regarding products and services presented or advertised within the publication. © 2011 by MMA Business LLC. All rights reserved. Reproduction in whole or part without written permission of the publisher is prohibited. Printed in U.S.A.

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BUSINESS OPERATIONS Marketing at Local MMA Events

What does the UFC do better than any other MMA promotion company? Market its brand! To steal a page from that playbook, I decided to try marketing our gym – Fearless Fighting in Greenville, North Carolina – at a local MMA fight. After all, where else am I going to find several hundred people who are already in love with the sport?

We’ve done event marketing before, and we’ve found local MMA events to be a great way to target market our services. The attendees are familiar with Mixed Martial Arts, and they’re definitely interested in learning more.

This event was different, though. This time, the local promoter needed our help. Same great audience, but it would require a bit more work on our end. Yes, this promoter was different than those we’ve worked with before. He was willing to give up some control, mainly because we had skills and resources he needed.

He asked how we thought we could make the experience better for the audience as well as the fighters. Glad he asked. With our interest in growing Fearless Fighting, plus the desire to grow the local fight game, we welcomed this opportunity.

I’ll Rub Your Back and You Rub Mine Promoters usually want to feature local fighters; even the UFC does that. It helps attract an excited local fan base. This was the easy part. We have countless connections to local amateur fighters – you probably do, too, in your own neighborhood.

These amateurs were eager to show their skills, and amber@fearlessfighting.com 6

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we saved the promoter a lot of time by making the connections. This makes us incredibly valuable to both the fighters and the promoter. It’s a perfect relationship builder.

For the more direct “rub my back” benefit, we got a little more creative than just logos on event shirts and posters (though we were sure we got that, too.)

Plus, we knew the fight fans were there to see fighters, not for a marketing pitch by the facility where they train. Our advertising needed to be part of the show, while still adding value to this event, an early promise we made to the promoter.

Fun Interaction We work hard, very hard (most of the time!) training with our members. Helping promote this event gave us the opportunity to enjoy a different kind of interaction with our members, and with a lot of prospective members.

As part of the event, we had a Ring Girl, who was interactive with the attendees. We developed a “Meet and Greet” with the local fighters. The fans get to meet the fighters and discuss their strategies or their training. This helps the fans get to know whom they are rooting for, and it certainly promotes the training, which is why we were there.

Of course, we designed our display booth with graphics to promote our brand, as well as the brands of companies associated with our marketing to the MMA crowd. Those relationships are also important to our future.

We also ensured that every attendee took home a souvenir from that event. That souvenir was branded with our logo and key message: Experience Victory. We developed other key marketing tactics for this event, and now we’re busy following through on the contacts we made.

Our Growth and Yours Being active in our local and state MMA scene is important to us. And with our participation in this event, we’re making sure we’re visible participants in the growth of the MMA community. It required planning and plenty of work, but building relationships with the locals who enjoy Mixed Martial Arts will help us build our business.

To help build the national community of MMA gym owners, we all need to participate in the opportunities available. “Like” us on Facebook under Fearless Fighting, and we can grow our community.

Amber and Rodrigo Galvanosi own Fearless Fighting in Greenville, North Carolina. This facility trains amateurs and professionals in MMA, Muay Thai, Boxing, Brazilian Jiu Jitsu, Wrestling and a number of traditional martial arts.

Amber Galvanosi is also building the Wandering Warriors, an MMA seminar company, where fighters and trainers deliver training expertise to MMA gyms and martial arts dojos.

Amber

AMBER GALVANOSI FEARLESS FIGHTING IN GREENVILLE,NC

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TEAM WORK How To Welcome Walk-in Customers You advertise to draw in martial arts-minded people, but do you ever consider the random “walk-in” customer? If you’re prepared and if you handle them well, you can easily sign a walk-in customer to a contract.

If you never get a walk-in customer, ask yourself, “Why not?” Take a walk outside your front door and look at your business like a passing customer would. What’s the sign they see? Do the parking lot and the sidewalk appear clean? Does your gym welcome them toward the front door? And once a walk-in has walked in to your gym, what greets them first? We spoke with David Dunn who runs Fight Academy MMA in Santa Clarita, Calif., and has created The MMA System, a business-training curriculum for martial arts professionals.

“You want to create an experience when they walk in,” said Dunn. “All MMA gyms have a bag rack and mats that can provide a good experience for existing members, but not all will truly create a good experience right away for a potential member.”

You’re not only trying to create a positive experience, but you’re also working to build a relationship that is positive for both you and the potential customer.

This requires two things, according to Dunn: A commitment to clear communication, and the right staff members to manage this if you can’t. And the two go hand-in-hand.

“Tell Us About You” “Most importantly,” said Dunn, “I have my ‘tell us about you’ form. This simple form collects basic information about the walk-in customers, and becomes a guideline for future communication. I want to make sure, if something comes up and this meeting ends early, I have their information. This is vital because the communication after they leave is crucial to building a relationship.”

When someone walks into your gym, it’s clear they have an interest in martial arts, but you need to find out the specifics of that interest. “And you must focus the conversation on the customer, not on you,” said Dunn. “I do my best to not even mention myself. The regular walk-in is not there to be a fighter, and they’re not interested in your fight

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record. You need to focus on the benefits you can provide them. Don’t toot your own horn, because these people have probably already done their research on you. You need to learn exactly what they want to achieve; you need to find out why they walked in.”

For adults, according to Dunn, the reasons vary from weight loss to self-defense to general fitness.

“And no matter what they say,” said Dunn, “you can respond with ‘There is nothing better than martial arts training for (fill in the blank).”

For children, it depends on their age, but Dunn will often conduct a “Tell me about your child” session with the parent. And the parent will say they want to address the child’s hyperactivity, or discipline issues, or bullying, or other. “You can honestly respond – no matter what they present – “there is nothing better than martial arts to help your child with (fill in the blank),” said Dunn.

These aren’t used-car-salesperson lines, according to Dunn. They’re honest representations of the benefits of the training, and they show a continued focus on meeting the person’s needs. “This doesn’t have to be a hard-sell approach,” he said.

Get On The Welcome Mat “Then I always try to get them on the mat,” said Dunn. “If I have an adult in jeans or in work clothes, I probably won’t do that. But if it’s a child and parent walking in, they’re probably okay with this, and it’s highly beneficial to show them some of the training. I put the kids in a belt, and give them a 15-minute intro lesson. Plus, I make sure the child leaves with a patch and a picture of themselves at the school.”

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TEAM WORK: Continued Dunn. â&#x20AC;&#x153;I have found more value in a solid assistant instructor doing these intro lessons. And I put incentives on this. If your school is bigger, you may need multiple staff up front to handle this.â&#x20AC;?

Following that brief mat session, the walk-in may leave and you should have a thorough â&#x20AC;&#x153;tell us about youâ&#x20AC;? form in hand. â&#x20AC;&#x153;You need to contact them the next day,â&#x20AC;? said Dunn. â&#x20AC;&#x153;Follow through on providing the benefits they want, not just on the sale. When you get people on the phone, youâ&#x20AC;&#x2122;ll learn more about obstacles they didnâ&#x20AC;&#x2122;t want to share in person. And your goal should be to get another appointment.â&#x20AC;?

This short session can reduce any anxiety people might have about beginning the training. And for those brand-new to training, it can eliminate the need for an introductory lesson on their first day. â&#x20AC;&#x153;I use one key person for all my walk-in and introduction lessons, and he is very good at it,â&#x20AC;? said

David

A 2nd degree Black Belt in Karate and Jiu Jitsu, David Dunn has studied MMA for years, and has now produced the MMA System business guide. The business-training package includes four DVDs plus a manual, and Dunn supports the training with regular communication designed to improve all elements of your business. Visit www.mmasystem.com for more information.

DAVID DUNN

www.mmasystem.com

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IndustryNews FI GH TS

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New Logo, New Line for KRU Expo

REVGEAR

Set to launch in early 2012, RevGear will introduce its new Combat Series products, plus a new logo, and it all comes from the company’s new 17,000 square foot office space, which is nearly double the size of its previous workspace.

The new Combat Series product line is designed to deliver professional quality gear “without breaking the bank,” according to company president Paul Reavlin. “Our customers have been asking for this product line,” said Reavlin. “They want things that are technologically advanced, and similar to what the fighters use.” This new line fits with the company’s motto: “Pro Gear for Pro Fighters.”

Reavlin developed the products with the help of RevGear’s “Fight Council,” a well-qualified group that includes Rafael Cordero, Erik Paulson, Mark Dellagrotte, Cesar Gracie, and Eric Charles.

The company’s new logo, seen painted on the lobby wall in the new Van Nuys, Calif. office, is meant to convey a more aggressive and more authoritative brand image.

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East 2012

Kru Muay Thai’s Master Ace Ramirez has created The KRU Expo East 2012, a weekend education event to promote member acquisition and retention strategy. This event is scheduled for January 21 and 22 in Mahwah, New Jersey. Speakers will share strategies to help gym owners and trainers “rejuvenate loyalty strategy, attract, engage and retain customers, and strengthen your market position in a challenging and competitive economic climate.”

Seminar topics will include: how to identify key drivers and demands of target customers; how to differentiate customer needs and manage effective marketing campaigns; how to optimize points programs and incorporate innovative reward incentives; and more.

Ramirez runs Kru Muay Thai in Bergenfield, New Jersey, and also has a successful affiliate program that trains instructors nationwide on marketing and operations strategy in martial arts. He is also working to develop a new “KRU Facebook Intro Interface” that will merge social and mobile gaming with Mixed Martial Arts. To register for Kru Expo East, visit www.kruexpo.eventbrite.com.

IndustryNews

UFC SUES NEW YORK

free ad a o l n Dow paper ’s e whit ring Eric e! u ic feat ess adv n busi

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On Nov. 15, Zuffa, the parent company of the Ultimate Fighting Championship, sued New York attorney general Eric Schneiderman and Manhattan district attorney Cyrus Vance Jr. in an attempt to overturn the state law banning Mixed Martial Arts events – illegal in the state of New York since 1997. Pro Fighters Frankie Edgar, Gina Carano, Matt Hamill, Brian Stann and Jon Jones (current Light Heavyweight champion) joined Zuffa in the lawsuit. Also listed as “plaintiff” in the 105-page suit filed are several New York residents who call themselves fans and/or practitioners of MMA, including Danielle Hobeika, described as a Harvard graduate, graphic designer and amateur MMA fighter.

In the suit, Zuffa challenges the constitutionality of the state’s ban saying, “New York’s Live Professional MMA Ban violates numerous provisions of the U.S. Constitution including the First Amendment, the Equal Protection Clause, the Due Process Clause, and Commerce Clause,” and that it “limits the liberty of those who would attend live professional MMA events, as well as those who train in MMA.”

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IndustryNews

MMA Junkie Live TV on Spike

With UFC’s move to Fox, Spike TV is looking for ways to continue entertaining MMA fans. The cable channel owned by Viacom will retain The Ultimate Fighter programming briefly, and will debut its “MMA Junkie Live,” its first MMA news magazine show, in January 2012.

The show will be broadcast live from the MTV Studios in Times Square in New York City. The award-winning journalists from MMAjunkie.com (part of the USA TODAY Sports Media Group), will discuss past and future MMA events. “MMA Junkie Live” will also feature live in-studio interviews with fighters.

VIACOM BUYS BELLATOR As the bidding wars for the UFC contract escalated a rumored price of nearly $40 million, Spike TV backed out of contention, leaving it with an MMA hole to fill. With Bellator fights currently airing on MTV2, Viacom (which runs such TV properties as MTV, Spike, Comedy Central and others) could have perhaps moved that lineup to Spike TV. Instead, the media giant bought a controlling stake in Bellator, cementing the company’s interest in MMA, and growing the opportunities for Bellator’s future.

A reality show is reportedly in the works – perhaps Ultimate Fighter” style – and Viacom will most likely market current Bellator fighters across the its many network platforms.

Spike’s contract with UFC runs through 2012.

Throughout the year, Spike is not allowed to air any other MMA events. It will certainly make the most of this time to air its library of taped UFC events. With these contract rules in place, Bellator won’t debut on Spike until early 2013.

Bellator and Viacom are reportedly planning to conduct six or seven fight tournaments each TV season beginning in 2013, with one or more events as monthly TV specials. The partners hope to build the Bellator brand into a pay-per-view property, though Bellator CEO Bjorn Rebney has stated that is not in the near future.

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British MMA Airs on HDNet Mark Cubans’ HDNet, the all-high-definition cable channel, announced a new multi-year contract with the British Association of Mixed Martial Arts (BAMMA). The broadcast relationship kicked off with BAMMA 8 on Dec. 10 (while this issue was being printed). That event featured Jimi Manuwa against Antony Rea in a light heavyweight bout and Jack Marshman fought for the British middleweight title against Lee “Leeroy” Barnes.

In a press release announcing the deal, HDNet Fights CEO Andrew Simon said “BAMMA puts on the best MMA shows in Europe, and HDNet broadcasts the best fights from around the globe. It was the perfect fit.”

BAMMA held its first event in June 2009, and is touted as Europe’s largest MMA fight organization. The promotion held three events in 2010 and has held three events thus far in 2011. The promotion signed Nate Marquardt to its lineup. The former UFC title contender and King of Pancrase champion will make his BAMMA debut in February 2012 at the BAMMA 9 event in Birmingham, England.

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TRENDTALK

What are you doing now to improve customer retention? What has worked well in the past? What do you feel is the biggest reason people leave your business?

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THE STATISTICS TELL THE STORY: IT COSTS Consistency in MORE – A LOT MORE – TO WIN A NEW CUSMarketing message, from TOMER THAN TO KEEP THE ONES YOU ALtrial throughout the READY HAVE. MEMBER RETENTION IS VITAL membership + Kru Ace Ramirez FOR YOUR BUSINESS. HAVEN’T SEEN THE STATS? IT CAN COST FIVE TIMES AS MUCH TO GET A progressive curriculum and class planning 3) Relevant “Measurable Results” through NEW CUSTOMER, COMPARED TO RETAINING EXIST- student evaluations, which gauge not just ING CUSTOMERS. ALSO, A TWO PERCENT INCREASE the student but the teacher as well; IN CUSTOMER RETENTION HAS THE SAME EFFECT 4) An “Upgrade Strategy” to real programs AS DECREASING COSTS BY 10 PERCENT. ONE MORE? which eliminates renewal avoidance of “another year, same old thing.” Students will leave if you REDUCING YOUR CUSTOMER DEFECTION RATE BY fail to implement the previous three points.

FIVE PERCENT CAN INCREASE YOUR PROFITABILITY Ace Ramirez, Kru Muay Thai

BY UP TO 125 PERCENT.

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Retention is tough, especially the way we We feel the best way to train at Fight Academy. As coach and fightYou have to think outramaintain and increase er Savant Young likes to say, “This is what geously with your customers; customer retention is I do to get in shape for a fight, and my stuyou have to under-promise to reach out to them dents do the same.” and over-deliver. through their preferred This is not for everyone. Those who get + Kevin Kearns methods, whether text, it and value it stay with us. We do not sacemail, whatever works for them. Of course, you also must have person-to-person rifice the quality of the training simply to contact. If we see their attendance is down, we call them. It takes only a minute increase our member count. We hit hard to check in with them, and that goes a long way. You have to think outrageously and train hard; it’s not for everyone. with your customers; you have to under-promise and over-deliver.

That said, we do have a very diYou have to ask customers questions; that has worked well in the past and still works today. And then you need to answer their quesQuality instruction and tions as best you can or at least say, “We will look into that.” Customa clear message keeps them ers want to be heard and their comments are your biggest assets. here. We remain focused on People will leave, and when they do you need to learn why. We the brand to get the right should all strive – as my mentor Kyoshi LaVallee would say – to people in the door. + John Bostick “from cradle to grave” work with customers throughout their lives.

They leave when someone on the staff drops the ball. The strongest way to verse group of members; they are not all avoid this is having solid bench strength with staff.

20-something male fighters. But, they have Kevin Kearns, BurnWithKearns.com one thing in common: They value the real training they get at Fight Academy.

I am finding that the keys to student retention in martial arts schools are: So the battle is not retention, but getting 1) “Consistency in Marketing” message, from trial throughout the membership the word out so that everybody within 10 2) “Transparent Expectations” mutually to client and school through superior miles understands who we are and what we

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Customer retention is one of our strengths. It’s a big part of our business model. We look at retention as both a short-term and long-term strategy. Short-term meaning our day-to-day operation. Long-term meaning the lifetime value of the client to our business.

When our clients leave the gym each day to go home or back to work, we make a point of asking them when they plan on coming back. “Ahhh, Tuesday. Great, see you then.” This is just part of creating a family-like atmosphere, and increasing accountability – ours and theirs. We use social

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We use social media to get them involved in discussions, activities, and building friendships and community.

+ Rob Handley

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the family atmosphere and camaraThe students need to know that derie that comes with they and their investment in training training, and letting are important to us, and we value their each student know business. + Deddrick Perry they are more than just a part of our family – they’re a valued customer!

The students need to know that they and their investment in training is important to us, and we value their business. Schedule meetings – off the mat and in your office – to talk about training, and to address any questions or concerns. We’ve all heard stories of people who’ve trained at one gym and really liked it, but the gym went out of business.

Let your students know the quality of your business is as good as the quality of your martial arts instruction.

Deddrick Perry, Nashville Mixed Martial Arts, Nashville, TN

‘‘

do. If we can do that, then we will find enough “soldiers” to fill the gym. There are plenty of gyms around us with bigger names, even one real close with a three-letter name, but we do not lose our members to them. Quality instruction and a clear message keeps them here. We remain focused on the brand to get the right people in the door.

John Bostick, Fight Academy MMA, Pasadena, CA

‘‘TRENDTALK

COMMENTARY Nine out of 10 MMA gym owners will tell you “customer retention” is the single most important element of a successful business. Keeping your current customers is critical, even as you look to sign up new customers and grow your membership. If you simply sign up students and then take them for granted while you push to find more students, your gym will not succeed in the long-term. Know exactly why every one of your students joined in the first place, build an ongoing relationship with them, and over-deliver to keep them feeling like they joined the best MMA gym on the planet! Happy students who feel appreciated will stay. You don’t want your gym to be a “revolving door!”

Richard Hendricks, Publisher, MMA Business

‘‘

media to get them involved in discussions, activities, and building friendships and community.

Our long-term retention strategy is based on our excellent service. We believe if you have a good product people will always stick around.

However, we all pay attention to who is and who isn’t making it into the gym, and those folks always get a follow up call, text or email from myself or one of our staff members.

Getting people in the front door can be easy, but keeping the back door closed is always a challenge. The most common reasons we hear for people leaving are the economy, unemployment and everyday trials of life for adults; and for kids it’s t-ball, soccer and other activities. You simply can’t prevent some of that.

Rob Handley, Absolute MMA, West Jordan, UT Improving customer retention starts at the very first contact. First, by being completely transparent and letting the potential student know exactly what he or she can expect from partnering with us to train.

This includes, but isn’t limited to, explaining the belt system, going over the school schedule thoroughly, and being very open and honest about any and all costs associated with training. Aside from birthdays and holidays, nobody likes surprises!

Second, it’s important to create balance between

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CENTERRING Q&A WITH

HANS MOLENKAMP BEFORE HANS MOLENKAMP STARTED THE MMA EQUIPMENT AND APPAREL BUSINESS TRIUMPH UNITED, HE WORKED IN A SURF SHOP IN OCEANSIDE, CALIFORNIA, SELLING EQUIPMENT AND APPAREL TO AN ACTIVE LIFESTYLE CROWD. IF MOLENKAMP COULD GIVE JUST ONE PIECE OF ADVICE TO MMA SCHOOL OWNERS OR ANYONE CONSIDERING GETTING INTO THE MMA BUSINESS, IT WOULD BE THIS: BEFORE STARTING YOUR OWN BUSINESS, LEARN ALL YOU CAN BY WORKING IN A SIMILAR BUSINESS. BY GLENN HANSEN Hans Molenkamp has a lot more wisdom to share, and we sat down with him during the recent Fight Summit conference to get better acquainted.

MMA Business: Why do you put so much value on the experience working in that surf shop in Oceanside, Calif.?

Hans Molenkamp: When I worked at SurfRide Boardshops, I learned the core points of business. That retail experience helped sculpt me as an apparel entrepreneur. That’s what I always wanted to do, but I needed that base of experience. It translates to starting a martial arts business, too.

MMA: How did you go from surf shop to MMA and Triumph United?

HM: First I went to work for DC Shoes.

Then I went to work for Osiris Shoes, in the early days of that company. At that time, I started training with Dean Lister.

He was fighting King of the Cage at the time, and we eventually became good friends. Then we started sponsoring fighters with Osiris. Brandon Vera wore an Osiris t-shirt for a walkout shirt, and nobody had done that yet, not even Tapout.

He won that fight and our phones rang 18

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like crazy the next day.

Then I had an opportunity with Throwdown, to build cages. I stepped back from Osiris, never really left, but went to work on marketing and branding with Throwdown, at just the right time to hit the growth of the MMA market in California. (Note: Molenkamp was recently named Global Marketing Director for Osiris, while he is also President of Triumph United).

I left Throwdown to start Triumph in 2006, calling it a Visual Propaganda Agency. When Rampage Jackson fought Chuck Liddell in 2007 (UFC 71), I put the Triumph logo on Rampage’s shorts. He knocked out Liddell in the first round, and my phones started ringing like crazy the next day.

Since then, the growth has been great.

MMA: How did Triumph evolve into an equipment company?

HM: I saw there was a void in Mixed Martial Arts equipment, and that meant opportunities. And with my shoe expe-

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rience and knowledge of shoe design, I felt I could make better looking and better performing MMA equipment.

First, we came out with training gloves, Thai pads, head gear – anything and everything you would need to train in an MMA gym.

What we did, and what we continue to do is focus on the professional aspect of development. Our equipment is professional grade stuff; it’s not for everybody.

MMA: What was the first reaction to this new gear?

HM: Well, I marketed it, and we had major names wearing and using it,

+ MMA Business Publisher Dick Hendricks (left) and Editor Glenn Hansen (right) sat down with Hans Molenkamp (center) during Fight Summit. The conversation could still be going on, but the magazine had a deadline to meet.

and it worked. We did things nobody else had done. And we made sure our branding was honest and apparent always. I’ve been consistent on branding, and it works. Triumph United maintains a higher brand standard. We are committed to make people know we produce great products and have a trustworthy brand.

MMA: What does “branding” mean to you and why is it so important?

HM: I look at Everlast and Lonsdale.

They have been around a long time.

One is English and one is American, but they’re similar. They have great heritage, and that’s what we want for our brand. Of course, Everlast is in big chain retailers with inexpensive products, too, but the brand has been around 100 years and they can do a high-end brand as well as a low-end brand.

For me, branding means we don’t do “walkout” t-shirts for fighters; they have limited appeal around a one-time event, which may result in a knock-out. We do brand shirts and they communicate a message about our brand, not just one fight. I strongly believe you have to be consistent with your branding. That is a key to success.

MMA: How did you choose the name Triumph United?

HM: I always liked Triumph motorcycles, and I always like Manchester

United (Note: English Premier League soccer club), so I combined the two into Triumph United. Locking up all the name registrations was scary. I didn’t know who might come after me. But I finally got the registration approvals, and I locked up all the logos and trademarks. It was scary.

MMA: You’re here at Fight Summit with Osiris, a lifestyle brand launched around skateboarding, but Triumph United, the MMA brand, is not here at the event. Why not?

HM: Osiris has a story to tell about many active sports. For Triumph United, I like to keep things secret.

Our motto this year is “Defenders of the Underground.” I want people to understand us and to think, “Those guys are true to their roots.” Our brand always comes first, before any events or fighters.

In fact, there are fighters we won’t support because they just wouldn’t fit with our brand. And there are big personalities who don’t fit to promote the Triumph United brand. Like Dana White. He used to wear our stuff all the time. And I eventually said I don’t need Dana White wearing our stuff anymore. I won’t give him stuff.

MMA: There is a lot of buzz about MMA industry growth. What’s the best way for a business to manage with-

in this growth?

HM: We need to do a reality check. Yes, we’re involved in a fast-growing sport, but it’s only been a sport for a few years, and it’s a sport defined in a big way by Zuffa creating the UFC rules.

But from a financial growth perspective? A sport like Lacrosse is growing faster. MMA is not in schools, and it’s not in the Olympics. That’s the reality. So we need to look at this as a business. Yes, it is growing. But we need to differentiate between UFC growth and MMA growth. They’re different things. We need a reality check. MMA businesses need to create growth outside of UFC. Don’t cater to UFC. That company should be involved with events like Fight Summit, but it’s not.

They are right down the road from this event in Vegas, but aren’t even here supporting the industry.

MMA: What advice would you have for MMA gym owners trying to grow in this business?

HM: I don’t even focus on the gyms. I don’t sell through gyms. There are some major players in this industry, like Title MMA and MMA Warehouse. There are huge retailers, successful aftermarket companies, agents and promoters that can help this industry grow. Gyms are definitely part of this business, but you can see even at this event there is so much more to it.

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PROFILE: Fuji Sports

Close to the Arts and the Athletes As the world of martial arts has grown through renewed participation in both traditional forms and evolving styles, Fuji Sports has kept close ties to athletes and the arts. Doing so, the company is building a broad line of gear to help affiliates and athletes grow with the sport.

Fuji expanded its product line south of the Canadian border beginning in the late 1980s, to serve the booming Judo and Karate markets in the 50 states.

As Jiu-Jitsu participation grew, more coaches and school owners began looking for a Gi that would suit the specific needs of their athletes.

Some were happy with a traditional Judo Gi. But as the sport developed and Brazilian Jiu Jitsu gained its strength in North American, these 20

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gained about the evolving martial arts lifestyle in North America.

Today, Fuji is on top of the continuing evolution that has Judo and JiuJitsu athletes cross-training into Mixed Martial Arts. Fuji Sport’s product line now includes MMA shorts along with Judo and Jiu-Jitsu uniforms, and is expanding to include rash guards, fight gloves, shin guards, Thai pads and more. The growth comes from the company’s knowledge of trends, as well as requests from athletes and martial artists familiar with Fuji’s history.

One of the first organizations that came to Fuji Sports looking for support was the RGDA (Royler Gracie & David Adiv Association). The company is also aligned with the Gracie Humaita academy located in Brazil and +Frank Hatashita took his deep respect and love for Judo and turned it into a leading North Amerifounded by Helio Gracie. Fuji works can business in martial arts gear and apparel. with the RGDA as well as many other athletes wanted Gis with features top name athletes in BJJ and MMA to such as a thicker neckline and taproduce their gis, rashguards, and to pered sleeves, or even lighter weight support their athletes. Fuji is also the material. Beginning around 2006, official Gi supplier of the Abu Dhabi Fuji started making Jiu-Jitsu Gis with Combat Club. This revered organizathe same goals of delivering the tion is known for its relationships with product demanded by Brazilian Jiu top trainers, athletes and partners.

Jitsu athletes and others at a price With Fuji uniforms and gear in use they could afford. at high levels of competition for 50 Hatashita Sports also worked years, the company doesn’t necessarily closely with Mizuno for many years, rely on these athletes for continuous product feedback.

“But these relationWorking with Fuji Sports has been one of the most enjoyable business relationships ships do provide us benefits,” said Jimmy we’ve ever established – John Graybeal, Pedro, Judo Olympian trainer at Team Combat Edge and Robson and consultant to Fuji Moura certified coach Sports. “When these helping the company develop its high- athletes wear Fuji Gis and use the quality martial arts uniforms. Through products, it validates Fuji every time. this relationship, both companies The fact that such high level athletes continue to grow in the martial arts use our gear, it confirms the trust they industry – Hatashita through exposure have in the company and the gear.” to the legendary Japanese sporting “Working with Fuji Sports has been goods maker’s exacting quality stanone of the most enjoyable business redards, and Mizuno through insight lationships we’ve ever established,” said

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Across disciplines, martial artists regularly face tests of skill, character and strength. To stand through these tests, they rely on trusted training and quality gear. Without both, a martial artist can’t succeed.

Fifty years ago, Frank Hatashita started a company based on these principles: Work hard with trusted masters, and use the best gear you can afford. A leader in Judo throughout Canada beginning in the 1960s, Mr. Hatashita needed to provide his growing group of Judo affiliates – roughly 100 affiliate clubs across the nation – with the best uniforms available.

He did this not as a salesman but as a black belt and a leader who helped Judo gain Olympic Sport status at the Tokyo Summer Games in 1964. That ethic became the Fuji brand, and it continues today through his daughter Lia Hatashita, President of Fuji Sports and Hatashita Sports, and a wellknown supporter of Brazilian Jiu-Jitsu.

+ Rick Hawn, a member

of the 2004 U.S. Olympic Judo team, is now a leading welterweight in the Bellator Fighting Championship.

+Ronda Rousey, who trains and fights MMA with

Southern California’s Team Hayastan, wears the pink Fuji Gi, in support of breast cancer research.

about building a match that serves both well, according to Pedro.

John Graybeal, trainer at Team Combat Edge and Robson Moura certified coach. “From the very first phone call, we knew this company was different – one that took the ‘customers come first’ motto to an entirely new level. Fuji’s dedication to getting everything right the first time and ensuring their quality of product is unsurpassed. I have enjoyed working together with Fuji for years and will continue working together as our companies grow.”

It’s athlete relationships that connected Jimmy Pedro and Lia Hatashita years ago through Judo. After he retired from Judo competition, their partnership expanded, and is further proof of the company’s deep roots in the martial arts lifestyle. And it’s proof the company has chosen to align itself with athletes who have the same attitudes, beliefs and engagement in the sports as does Fuji. It’s not about the best athlete or the most exposure, but

Active Expansion Even with the long traditions of martial arts, a company needs to develop new products, test new ideas, and remain active. The sports do evolve.

“When we do this every day, we are constantly absorbing the evolution of these sports,” said Pedro. “We’re always ready to adapt products to suit the best needs of the athletes.”

Fuji is growing relationships with MMA athletes such as Rick Hawn, Bellator welterweight fighter; Jeff Curran, UFC featherweight fighter; and Ronda Rousey, Judo athlete and Strikeforce fighter. Rousey wears the Fuji brand in Judo and is also in-

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PROFILE: Fuji Sports volved in product development with a women’s Gi in particular.

This is part of how Fuji looks beyond the martial arts world, too, supporting causes important to the lifestyles of these athletes. Hatashita recently launched a pink Fuji Gi for women to support breast cancer. “The pink Gi is not new to the market,” said Lia Hatashita, “but with a new cut for women, and sales that support Breast Cancer research, we’re thrilled to provide a unique level of support for a worthy cause, and we’re proud to be the first and only in martial arts to provide this support.”

During the first weeks of Pink Gi sales, Lia Hatashita reported an academy calling her excitedly to order the new Gis for three of its members who were breast cancer survivors.

Future of Fuji With a solid hold on traditions and a smart eye on the future, Fuji Sports is well positioned to provide for the needs of martial artists. The company is creating the Fuji Nippon Gi, in the process becoming the first American company in martial arts to utilize Japanese manufacturing. With a centurieslong history of artistic craftsmanship, Japanese manufacturers of martial arts apparel can produce the highestquality uniforms.

Success for Fuji means delivering the complete package, according to Hatashita, not just an affordable price, or simply the right fit. “Just like my father, Fuji is very particular about the selection of cotton, the cut and fit of the Gi, and the overall attention to detail,” said Lia. “And we make sure our shipments are consistent; there is no deviation in cut or color. We need to have good quality control all the time. Like a serious athlete, you can’t compete well just some of the time.”

The mix of Fuji’s American experience with access to Japanese craftsmanship has Hatashita and Pedro very excited about the future.

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+ Royler Gracie wears the Fuji Gi. He ran the Gracie Humaita Jiu Jitsu school in Rio de Janeiro for years, and now trains and teaches in San Diego.

BUSINESS SOLUTIONS SPONSORED

BY

MEMBER SOLUTIONS

Developing a Solid Business Plan for Your Gym With high unemployment rates, foreclosures in many homes and businesses around us, and an evertightening credit environment, 2012 will prove to be another challenging year for small business owners.

Developing a business plan is a great tool to help you effectively address any challenges you’ll face. More importantly, a solid business plan will help you set and reach your business objectives.

After all, if you don’t have goals to meet, how do you know what you are aiming to achieve?

Your Business Vision In your business plan, describe the purpose for your business and the reason it exists. Talk about what you deliver to the marketplace and what sets you apart from the competition. Be specific and use the vision statement for inspiration and as a reminder of the business you’re trying to build.

Share your vision with your employees to keep everyone on the same page, and hold staff members and yourself accountable.

Analyze The Market Perform a market analysis that evaluates your membership base and competition. Group your members into specific categories based on demographics (i.e. age, gender, proximity to your business location, class participation, training program).

When analyzing your member data, look at what needs your member groups have in common and what needs are being met at your gym. Are your competitors doing a better job at meeting any of those needs? Where do your members reside?

How can you expand your reach into other communities? Are there new market trends that can make or break your business?

Next, take a hard look at your competition.

Factor in their business location, costs for training, facility environment, class and training schedules, and membership counts. You must stay ahead of your competitors in meeting the needs of your customers if you plan on being profitable this time next year.

Michael

MICHAEL CONNOR

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Be SMART Develop a financial budget for the fiscal year that ties into your market analysis. A financial budget is a plan for future income, expense and cash flow.

Tie your financial budget to the goals you’re trying to meet for the year. Make sure each goal within your financial budget and business plan is: Specific, Measurable, Achievable, Realistic and Time-targeted (SMART)*. Your goals need to be specific so you can hold yourself and your staff responsible, and so you can measure progress within a specific time period. For example, a business goal might look like: <MMA Gym> will sign X new members during the month of March. Or … <MMA Gym> will retain __% of existing member base all of 2012.

Keep your goals attainable and realistic, too. It’s best to find a happy medium between stretch goals and erring on the side of conservatism. Set goals you and your staff can meet.

When devising a financial budget, ask yourself “best and worst-case questions” such as: What will our revenues look like if a competitor opens up down the street? What if I buy out a competitor and consolidate locations? What expenses can I sustain if my promotion plan flops?

A final thought: A business plan is just that – a plan.

It’s okay to miss your targets. If you find yourself coming up short, re-evaluate your plan and adjust as necessary. Don’t become discouraged and abandon the business planning process entirely. It’s important to keep at it and consistently monitor your progress against your goals. What gets measured gets done. *Doran, G. T. (1981). There’s a S.M.A.R.T. way to write management’s goals and objectives. Management Review, Volume 70, Issue 11(AMA FORUM), pp. 35-36.

Michael Connor is the Director of Finance for Member Solutions, a leading provider of billing, servicing and business support for membership-based businesses.

We manufacture the World famous Monster Wrestling Rings, Monster Boxing Rings, and Monster MMA Cages & Rings.

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The Second Annual Fight Summit hit Las Vegas again, betting big on improvements to the MMA industry’s only trade show and business conference. With more than double the number of attendees compared to last year’s show, Fight Summit was a clear winner – and so were all those who attended the show, held Dec. 1 and 2 at the Rio Hotel and Casino.

Here’s a photo journal of show highlights. And for information about next year’s Fight Summit, visit www.fightsummit.com.

+ Exhibitors at Fight Summit included compa-

nies providing a wide range of products and services for MMA industry professionals, such as the makers of the Core-Tex training products.

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+ Event attendees found valuable opportunities for learning and networking at Fight Summit.

Pascal Pakter of Do Or Die (gray shirt) speaks with attendees about apparel production.

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+ Greg Jackson spoke to a packed room, the day after he was named Coach of the Year at the Fighters Only World MMA Awards.

+ Kenny Johnson (far right)

conducted a live wrestling training session to open the show. Johnson has coached some of the greatest fighters in MMA.

+ Mark Pavelich, president

of Canada’s Maximum Fighting Championship, spoke about success in fight promotion. “You need to grind it out in this business,” he said.

+ MMA Business magazine signed up new readers for free subscriptions, and Zach Sherman of Temecula, California (right), won a full kit of fight gear, courtesy of Fuji Sports, in the process. With Sherman is MMA Business Publisher Richard Hendricks.

Photo Courtesy of Jude Howe: KBC Senior Instructor, Austin, Tx.

+ The Stroops product

display was a popular spot where attendees tested the variety of MMA-specific resistance-training tools on display.

Host a KettleBell Concepts Instructor Training at Your Club Today & Watch Your Revenues Skyrocket!

You know how effective KB’s are. But did you know they can also – with properly trained instructors and strong marketing support – seriously increase your bottom line? KBC works exclusively with trainers & fitness facilities. We don’t credential “fitness enthusiasts” or the general consumer.

Our job is: To get you to think for

· + “Stitch” Duran shared his techniques and expertise with those interested in the cutman trade.

yourselves. No gurus. No cults. No bs.

Sound science. Solid workouts. 9 years in business and over 5,000 trained.

·

Our job is not: To bust your ass until you puke.

(Your physical conditioning is your own business.)

TO HOST KBC OR FOR MORE INFO & YOUR FREE WHITEPAPER ON “KETTLEBELL TRAINING—A BRIEF DISCUSSION ON A FEW COMMON ERRORS.” CONTACT US AT: fighters@kettlebellconcepts.com

Call 800-876-6090 x711 W W W. M M A B U S I N E S S . C O M

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+ A â&#x20AC;&#x153;new programâ&#x20AC;? like Cage Fitness can give you everything you need in one handy kit, including equipment, marketing materials and training guidelines.

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The Next

BIG THING S T O R Y

G l e n n

B Y

H a n s e n

THINK YOU NEED TO ADD A NEW PROGRAM? CONSIDER THIS...

Do you remember when McDonald’s sold pizza? Company leaders saw a trend, an opportunity, a market they figured they could tap to make more money. They failed.

The fast-food giant tried to add an item, like you might try to add a new training class or martial arts program. And it screwed up. Of course, McD’s has done far more things right over the years – including its buzzgenerating coffee service (pun intended). But with pizza, they simply ended up with pie on their face (I’m rolling now).

Don’t get me wrong; I’m a firm believer in failure. You try something, it doesn’t work the first time and you make changes to get it right. But when you’re considering adding new programming to your school or gym, you may not have time or money to invest in the powerful learning opportunities of failure. That flop of a class may open doors for your competition to attract your prospects. answer the tough questions.

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+ Cardio-infused striking programs can be a hot ticket for your school, but make sure this type of programming fits with the culture of your business.

SPECIALIZE OR SUPER-SIZE? You built your business using your expertise in MMA, or Brazilian Jiu-Jitsu, or another specific martial art. When training in and around that expertise gets your business to a plateau, it’s time to make a decision. Ask yourself these two “Yes or No” questions:

1

Do I want to maintain my focus and be the best business in town for my specific niche?

2

Or.…do I want to grow this business and attract a growing customer base?

If you answered “Yes” to question No. 1, you can flip to the next article in this issue.

Before you go, know that there is nothing wrong with that. In fact, a lot of business coaches will tell you to specialize, and to know when to say “No” to ideas that might distract you from your expertise.

If you answered “Yes” to question No. 2, we’re here to help you succeed in adding new programming to your class schedule – and to avoid the McDonald’s Pizza experience.

WHY DO SOMETHING NEW, AND WHEN? First, you can’t simply add a new product or service because you think it’s a good idea, or 30

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because your competition is doing it and you think you’re missing out. That’s called McDonald’s Pizza.

“The first recommendation I make,” said Ace Ramirez, of Kru Muay Thai in Bergenfield, New Jersey, “is to ask: Why do you want to add a program?” Ramirez consults with martial arts businesses nationwide, and has a growing list of affiliates for his Kru Muay Thai curriculum. “Is there something wrong with your existing programs? If so,” he continues, “and if your current programming is mismanaged, then how is a new program going to work?”

It’s about more than just a new program.

“This is a business decision,” said Tommy Lee, owner of East Coast Martial Arts and a well-known business consultant. “It’s a decision that needs a solid plan and a budget.”

It may also require a significant amount of your time and energy. “Business owners in general get excited about a shiny new object, and that shiny object can then take a lot of your attention,” said Lee. New class planning most often begins by seeing what fits in your class schedule. Your business time is money, and many MMA gyms and martial arts schools charge members more for classes held during the “prime time” hours of early evening. Any new programming ideas must cover the costs associated with that time slot.

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“Say, for example, you’re thinking about adding the Cage Fitness program,” said Lee. “Consider first the time of day you can schedule it. Then, what must you charge people, and what is the minimum number of people you’ll need to make it work?” A program like Cage Fitness comes with its own list of expenses, including the license fee, necessary equipment, and even instructor certification.

You’ll need to factor all that in, though such one-time costs should be amortized over a longer period.

“Right away, it’s about the numbers,” said Ramirez. “How many students you can attract is one thing, but you need to know the number of students you will have per specific class or per specific hour of the day. You need to know if you’re making $15 per person per hour, or $3 per person per hour.”

You need to – at least – determine your “break-even point,” according to Lee. Ramirez agrees and said, “If you go into this as ‘we’ll see how it works,’ then it will not work.” Lee gives this real-world example: “Before I launched my Jiu Jitsu program, I considered all the expenses, then I determined I needed two paid-in-full students up front. That money covered for the expenses right away.”

“The biggest mistake people make is they expect a new program to just grow organically,” said Ramirez, “and then when it doesn’t,

they blame it on the program and say ‘Krav Maga doesn’t work, or Yoga doesn’t work.’”

The reality, according to Ramirez, is the plan most likely failed, not the program itself.

WHICH NEW PROGRAMMING SHOULD I ADD? The decision on the specific programming to add, said Lee, starts by knowing who you are. “You must ask yourself, ‘Does your new-program idea fit with the culture of the school?’,” said Lee. Will your new program detract from the business you’re currently getting from MMA clients? Or is it so different from your current MMA offerings that it will struggle to fit in?

“If you’re considering a cardio kickboxing class with music and all that, will it fit with your existing culture?,” Lee asks. “Or are you trying to attract a female clientele with a Yoga class? Are these customers going to want to train right after, for example, an MMA program?” While these might be extreme examples that show cultural differences, it’s not unlikely to see them on a gym’s schedule. But you need to know if the style of your business is ready to support these extremes.

It’s the same question many traditional martial arts schools have been asking for the last several years as they’ve considered adding Mixed Martial Arts classes to their judo or taekwondo schedules. It can and does work for many gym owners, and we’ve written about that before in these pages (April 2011 issue “Have We Lost the Bushido”). It’s not the difference in class styles that hinders success, but the resistance of the business owners to fully integrate the complete system, and the willingness of core members to accept something new – that’s the cultural question.

Different styles, in fact, can be good for business. “When you’re going to consider adding a new program,” said Ramirez, “make it remarkably different from your existing program, so consumers will not get confused.

If I teach Brazilian Jiu Jitsu, I should add a striking program – totally different.”

if they sign up for a longer program, they can save money,” he said. “This encourages commitment to your business.” It also gives your Pro Shop long-term opportunities to sell gear and apparel.

But it requires you to make a long-range plan for student growth, including the plan for staffing at every level of the program.

Staffing for the short and long term is one of the biggest issues in you new-program plan.

“One reason I decided on a Jiu Jitsu program,” said Lee, “was I had an instructor who was all jacked-up about it. This instructor is very good and he’s been with me a long time. And because he would commit to doing it, I laid out the business needs necessary to make it happen. This has become a good income generator, and it started with a staffing commitment.”

Having instructors leave and steal your students is a real issue. And Lee says that makes non-compete agreements an essential part of staff relationships. Or what if you hire a trainer with specialized skills just for a new program, and he or she simply quits, leaving your new members instructor-less?

This is all part of your staff planning.

These questions also point to the need for an exit strategy. What if your new program doesn’t succeed? You need to be prepared to re-shuffle staff, give new students options for change, and potentially find uses – or liquidate – any equipment you bought for the new program.

You can avoid a McDonald’s Pizza episode with a thoughtful business plan behind any new program. That’s what McD’s did with the wildly successful McCafe coffee program. It created a plan to staff, train, equip and market coffee drinks before it ever ground a bean.

You may have a growing list of competitors in your neighborhood. “The hottest thing right now,” said Tommy Lee of Maryland’s East Coast Martial Arts, “is adding MMA programs to traditional martial arts schools.”

With a carefully crafted plan, you can add new programs that keep you one strike ahead of the competition. Here’s a slate of potentially popular new offerings to consider.

Anti-bullying: These self-defense and self-esteem programs are attractive to pre-teens and their parents.

Kids Jiu Jitsu: This can be offered to any age group, in a Gi or No-Gi format. It may be called Grappling, Wrestling, or Jiu Jitsu, and is good for recognition-type progression.

Krav Maga: This intense self-defense program can help you sell equipment and gear, and can also be offered in beginner, intermediate and advanced levels.

Yoga: Not just for women, Yoga can be marketed to a variety of athletes.

Boot Camps: These open-ended programs are great ways to reach out to new students, but may require investments in equipment like KettleBells, suspension trainers (like TRX), and free weights.

CrossFit: This stand-alone system has its own certification and training standards, but that doesn’t mean you can’t add a trained CrossFit coach to your staff.

HOW TO GROW IT OR GET OUT “You also need to consider – up front – is your new offering going to be a progressively ranked program,” said Lee, “or just a recurring class, like a cardio class?” Lee advocates for belt-type programs that recognize a student’s progress over a long period. “Programs like this help member retention,” said Lee. “Everyone wants to make real progress. And

TODAY’S NEW PROGRAM OPTIONS

Cage Fitness:

+ Carefully consider kids programming for your MMA school. Kids require special care, of course.

A licensed program like this is like a “new program kit” that includes training, equipment and even marketing assistance.

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marketing MMA

nutritional programs

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MAKE A CHANGE CREATE AN EDGE WITH PROPER NUTRITION

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aving gone through its baby-steps and growing pains, the sport of MMA is now an adult in many ways. It’s comparable to other professional sports in terms of pay, media exposure and pop-culture status. The level of training, the facilities where fighters train and the caliber of those with whom they train have all progressed exponentially.

With competition levels skyrocketing over the past five years, MMA fighters have constantly looked for any advantage they can find, and one aspect that had been overlooked was the fuel they put in their tanks.

“I think fighters are getting it,” said Riley Ross, an Omaha, Neb.-based strength and conditioning coach, who also advises athletes on nutrition. “They’re just trying to find an edge.” Las Vegas-based nutritionist Mike Dolce put it this way: “You don’t put KoolAid in your gas tank.”

With fighters on board, the bigger challenge is convincing the vastly larger nonfighter client base – the moms, younger brothers and sisters, friends, wanna-bes, basically the clients paying your bills – that proper nutrition is essential for them as well.

“Nutrition is such an intangible thing; it’s difficult for the average person to justify spending money on it, because they can’t feel it or touch it,” said Corey Coopersmith, a Las Vegas and Los Angeles-based nutritionist. “The average person is still not sold on nutrition.”

That’s starting to change. And you can help propel that change.

OF DIETS AND NUTRITION Coopersmith describes the Paleolithic Diet – popularly known as the “paleo diet” – as eating “anything you can hunt or harvest.”

This includes meats, nuts, seeds, oils, and vegetables, but no starch and no sugar.

Another popular diet, according to Coopersmith, is called the Zone Diet, where the three major areas of nutrition are measured into percentages, namely 40 percent fat (good fats, like coconut oil, raw nuts, and hemp), 30 percent carbohydrates and 30 percent protein. Coopersmith said the diet that he advises athletes the most on is a hybrid of the two, what he calls a Zone-Paleo diet.

For nearly 20 years, Dolce has worked as a strength and conditioning coach and nutritionist. He also fought professionally as a middleweight (185 pounds) for five years, but prior to that, he was a 280-pound power lifter. The seeds of his Dolce Diet sprouted when he began suffering from heart palpitations and sleep apnea due to a poor diet. It was a severe, but effective, wake-up call.

He soon discovered “The cleaner I lived, the healthier I got.” In fact, the word “diet” is a bit confining to what Dolce has developed, as he says it’s a “lifestyle plan to peak health and wellness.” His short-term goal with fighters is to get them in shape so they can win world titles; long-term, it’s to get them all to live “healthy, vital and vibrant” lives, hopefully past age 100.

Dolce said his diet is less conforming than others. “I fit my principles into your lifestyle,” he said. He examines his clients’ background, medical history, culture and ethnicity before designing a program for them, and meals can truly vary, even delving into vegan dishes for up to a week at a time.

He gives an example of a tasty dish he developed for Bellator fighter Jay “The Thoroughbred” Hieron: chicken breast, rolled in oat bran, and fried in coconut oil. “It’s freakin’ delicious,” Dolce said.

BRING SOMEONE KNOWLEDGEABLE ON BOARD Making money as a nutrition planner works well for Dolce and others. But can it work for you? Coopersmith, Dolce and Riley said they know of no academy in the country that employs a nutritionist full-time, but all three work with professional fighters and MMA academies. Riley suggested that gym owners connect with a dietician and then make them an offer like, “I’ll give you a free membership to my gym” in exchange for occasional consultation work with fighters and gym members there.

Coopersmith suggested researching a nutritionist’s track record before partnering with them, just like you would with any trainer you might hire. “If you’re trying to bring nutrition into your business, you’d have to see someone who’s had results,” he said. Ross adds that an MMA nutritionist must have book-knowledge, but also the practical experience of the fight game, similar to Dolce. “It takes somebody who’s been there, done that,” he said.

For potential clients, one major selling point is that a nutritional program won’t have you just feeling good, but also looking good, Ross said. “Do you want to look like a toad and be a world champion, or do you want to look like (UFC fighter) Thiago Alves and be a champion? They’re going to pick appearance every single time,” he said. Offering the first consultation free could help too, Coopersmith said.

Once you consult with someone, education is key, Coopersmith said. “What I have found is that when I educate people and actually teach them, they become a part of it.

The average person, when you educate them, they will follow you. You’ve put the truth in

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MARKETING NUTRITIONAL PROGRAMS front of them.” Part of the education is to establish an “anchor” to the program, tying them to it emotionally. Coopersmith often does this by showing clients their body-fat percentage on a machine that analyzes body composition. “You throw someone on that bad boy and they find out they have 30 percent body fat, they’re going to want to work with you,” he said.

As the old adage goes, there’s strength in numbers. Coopersmith conducts regular classes and seminars in Los Angeles and Las Vegas, with groups of fighters. “It becomes more of a team thing and everyone sticks it out. If a gym carries supplements, a pitch for them can be made at the end of a seminar,” he said. “Tell them why they need it and that you have it.”

CREATE A COMMUNITY Most people have a need to belong to a group,

to contribute and interact with its members, and grow closer to them. Ask Ross, and he’ll say the best places to establish and maintain community in America are churches, bars and gyms.

In addition to that, eating brings people closer. Gym owners can foster the community aspect of their gym by having monthly meals, Ross says. His friend and UFC fighter Mark Munoz is having a holiday pot-luck meal at his academy, Reign Training Center in Lake Forest, Calif.

Ross also suggests a gym schedule periodic seminars, where a nutritionist could be brought in to speak on a topic like “How to eat for the holidays,” and them maybe hand out some small supplemental samples at the seminar’s end. “That builds a community, and that’s what people are looking for,” Ross said.

“Any way you can continue to create that, people will keep coming back.”

Off The Shelf Opportunities We’ve written about nutrition supplements here before, and we continue to believe We’ve written about nutrition supplements here before, and we continue to believe they provide good opportunities for service as well as profit. You can’t, however, simply stock supplements on your shelves and hope people buy – these aren’t t-shirts or hand wraps.

1 You and your staff should test any nutrition supplements before you stock them.

Any potential suppliers should provide you with product to test before you strike a deal. Your personal experience with these products will be key to your success selling them.

2 Understand the basics yourself. The pills, powders and nutrition bars you might sell are supplementary to a well-balanced diet. With or without the counseling of an outside nutrition expert, you can help your members understand that. Advise them to keep a record of all the food they eat, then they’ll know how to best “supplement” a diet.

3 Remember that you’re providing a service here. And while you can’t be expected to know everything about nutrition supplements, you should know where to get necessary information. Suppliers of nutrition supplements should provide you with some training, and should be available to help you answer the tough questions.

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Corey Coopersmith dispels several common myths about food and eating: Q: People often talk about nutrition being a big part of how you look and how you perform in a sport, saying it’s 70 or 80 percent nutrition, versus 30 or 20 percent training. How true is that?

A: “I’d put it at 95 percent,” he said.

“What we eat is the main component to deciding what our bodies are going to look like. We literally are what we eat.”

Q: I’ve heard you should load up on

carbohydrates right before a big run – all the serious runners do it.

A: “It’s the most ridiculous thing I’ve ever heard,” he said. “You need fat for energy, not carbs.” Coopersmith’s top four fats are: 1. Coconut oil; 2. Raw nuts: almonds, Brazil nuts, pistachios; 3. Hemp (like seeds, oil, or hemp granola); 4. Butter from grass-fed cows.

Q: What about the idea that it’s better to eat as many as six small meals a day, as opposed to three decentsized meals?

A: “That is complete hocus-pocus,” he said. “When you eat food, the body has to store the food,” which can take at least three hours. “If you’re eating every two hours, when are you ever giving your body a chance to use it? It’s gluttonous,” he said.

Q: What about the idea that you put

on more weight if you eat right before you go to bed?

A: “Calories are calories; doesn’t matter when you consume them,” he said. “It’s not when you eat, it’s what you eat and how much.” He added that the only concern he might have is if the food waiting to be digested makes someone uncomfortable to the point that they can’t sleep.

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MMA is the hottest trend going. Everyone is talking about it, from Madison Avenue to Main Street in your town. And itâ&#x20AC;&#x2122;s burning up Google search rankings. The Mobile Marketing Association is a hot topic.

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hat’s right, it’s a real thing – the Mobile Marketing Association. You’ve probably discovered that already if you’ve ever typed “MMA” into a Google search.

Business owners – especially member-based service businesses – should be up on mobile marketing (whether or not you’re an association member). Today’s drastic changes in marketing and advertising strategies are due mainly to the rise of Mobile Internet connectivity. Mobile phones – particularly smart phones with Internet access – and tablet computers are the future of marketing communications.

Is your business ready for this?

MOBILE STATISTICS FROM EXPERT SOURCES – because the data is more convincing than my words.

It takes 90 minutes for the average person to respond to an email.

It takes 90 seconds for the average person to respond to a text message.

(Source: CTIA.org) 70 percent of all mobile searches result in action within one hour.

(Source: Mobile Marketer) Mobile coupons get 10 times the redemption rate of traditional coupons.

(Source: Borrell Associates) 91 percent of all U.S. citizens have their mobile device within reach 24/7.

(Source: Morgan Stanley)

Sure, people respond quickly to text messages, and they’re increasingly used by a variety of businesses as marketing communication. But they can easily be misused as well. Too many marketers will create a plan that says simply “text to win,” or just “text for special offers.”

“If you’re trying to get people to text into something,” said Levine, “you must give them something specific of value, not simply a vague offer.” Many consumers are just skeptical enough of text message campaigns to avoid them, unless your offer is truly enticing. You also must exhibit, according to the MMA’s Code of Conduct (see sidebar), the method for consumers to unsubscribe to messages.

MOBILE WEBSITES Only 40 percent of mobile phone users have smart phones, and not all of them regularly access the Internet with their phones. Still, smart phone use is on the rise, and some experts predict the mobile screen (including phones and tablets) will be our main method of web access in the next five years.

YOUR MOBILE MARKETING FIGHT PLAN The statistics posted above are interesting, and they do argue for the small business use of mobile marketing. But they also raise more questions, such as: Are consumers willing to interact with a business on their phone, or do they just want to text their BFFs? “One of the main things people are doing on their phones is playing games, but marketers don’t like to talk about this,” said Hank Mondaca, vice president of business development for MobiPromo360, a mobile marketing firm based in OrEasily mounts onto the wall and ange County, California. Jokes aside, he says, the statistics allows you to throw your hardest are clear, and consumers are engaging regularly with a vahits and kicks. riety of businesses through their mobile devices. For some that does mean mobile gaming. But it also means people are You will no longer need the asresponding to “text to win” marketing offers. sistance of someone else holding “Most importantly,” said Mondaca, “you need to have a up a pad. plan. Mobile can help you, but it’s just a part of the overall The POWER KICKER is a spring marketing plan. Some MMA gyms are trying Groupon, or loaded paddle with foam, covered a text response for free trial classes. But the marketing plan with rubber vinyl. No sewing, starts with knowing your goals and objectives, and learning buttons or zippers are put into how mobile can be a part of that.” the product. It is very safe, and Steve Levine, president of Mission Mobile in Santa Monaffordable. ica, California, agrees. “First, look at your overall goal. Is it The POWER KICKER is not a to increase student numbers, or promote an event? Second, toy, but can be used by ALL ages. look at your existing advertising and test a mobile component. If you’re advertising in the local paper or with webbanner ads, add a text-message activation.”

Levine refers to text messaging as “the lowest common denominator” for mobile phone marketing. “Smart phone users with Internet access make up just 40 percent of the mobile population, and not all of those people actually acOrder the POWER KICKER today for only $49.99 cess mobile websites. So SMS (text messaging) is the most and receive a free Power Kicker T-shirt by calling accessible communication method.”

1-877-650-kick (5425) or visit www.powerkicker.net

The POWER KICKER!

It will become your next favorite target!

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That means your business website should be optimized for mobile access. Right now, it’s probably not. And if you haven’t tried it on your own smart phone, please do so now (I’ll wait here).

When a website fills the mobile screen with tiny type, consumers will cancel the page load, and likely forget about your business. According to Google, 78 percent of mobile users will re-try a website two times or less if the site fails to load properly. The same Google study said 40 percent of consumers turned to a competitor’s website following a bad mobile experience.

It’s not necessarily difficult to optimize your website for mobile use, but it will cost you some money. How much? “It varies,” said Levine. “It may cost you a few hundred dollars and a fee of $10 per month, or you can spend thousands of dollars for more features. For the small business just looking for an informational mobile site, it shouldn’t cost much at all. And it’s money well spent.”

“At a minimum, you should have a mobile website with training schedules, hours of operation, directions and contact information,” said Mondaca. “This can be a communication tool for prospects.” These prospects are using smart phones to search for MMA training opportunities, and that, says Mondaca, makes a mobileoptimized website a necessity. Mobile wesbsite optimization can be just as important as tagging your site with the correct keywords for search.

“On the go with their mobile phone, consumers search differently,” said Mondaca. “They’re not going to search for your business by name, but they’ll use more generic terms like MMA, Jiu Jitsu or Kickboxing.” Make sure your mobile-optimized site is rich with these terms.

Google recently launched its GoMo initiative (www.howtogomo.com), giving businesses simple tools to improve their mobile website efficiency, including a simple test to judge the quality of your site’s mobile optimization.

As you build your 2012 marketing plan, include methods to test mobile marketing. It’s not a stand-alone strategy, but is an increasingly efficient way for you to reach prospects.

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MMA CODE OF CONDUCT Just like we have “No knee strikes to the head when your opponent is on the ground,” the Mobile Marketing Association has its own Code of Conduct. You can find it on www. mmaglobal.com, and peruse a short list here.

Notice: Mobile marketers must inform the user of both the marketer’s identity and the products or services offered.

Choice and Consent: Mobile marketers respect the right of the user to control which messages they receive.

Customization: Mobile marketers must take reasonable steps to ensure that user information they collect … is being handled responsibly.

Constraint: Mobile marketers should target and limit mobile messages to that which users have requested.

Security: Mobile marketers must implement reasonable technical, administrative and physical procedures to protect the user information they collect.

QR CODES: A PERSONAL TALE & A TEST

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You’ve seen these, I know you have, though only 28 percent of you have actively used a QR Code, one of those black-and-white collections of random little squares on product boxes and magazine ads.

(Check out the Power Systems ad on page 30 of the October issue of MMA Business.) I’m among that 28 percent. In fact, I’m part of the six percent of consumers who have made a purchase specifically following QR Code interaction. Here’s that tale: I was at Lowe’s, shopping for toilet-repair kits and hating every minute of it. One of the many products I considered had a QR Code on the box, and it invited me to watch a product-installation video. Smart phone in hand, I opened my Google Goggles application and aimed my phone at the Code. Within seconds, I was watching a video – right there in the plumbing aisle – and it quickly and clearly explained to me how easy the product was to install. I was on my way to the check out lane before the video ended.

A QR Code placed in your gym’s window can do the same. Or add a QR Code to your business card, or the flyers you distribute. Then link this QR Code to a training video, or to an offer for a free week of workouts, or to a simple video message from the owner or manager welcoming people to your gym.

The test? Grab your smart phone and scan this QR Code so you know how easy it is to be among the 28 percent. This particular code will take you to the MMA Business Facebook page (which you should “Like” if you haven’t done so yet). To scan the code, your phone needs an app like Google Goggles or QR Droid or the iPhone’s QR Reader. Do it once now, then test it for your business. Creating this QR Code took about 30 seconds, using the free generator at www.qrcode.kaywa.

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MEDIABUZZ BUZZ BUZZ YOUR M M A LIBRARY

The HEAT is On STAFF

R E POR T

+ Wade Eck (with camera) shoots and produces MMA HEAT, the TV show celebrating the intense training, thrilling fights, and entertaining lifestyle of MMA fighters across the nation. Host Karyn Bryant is a broadcast pro with a love of MMA.

With a growing YouTube following, and access to the sport’s top fighters for interviews, MMA HEAT is becoming a leading storyteller in Mixed Martial Arts. Hosted by Karen Bryant and produced by Wade Eck, the half-hour show mixes fight analysis, training segments and MMA lifestyle, all wrapped into interviews with the sport’s top personalities – mainly fighters.

The show’s title is an acronym for Heart, Endurance, Aggression and Technique. “Karen came up with that,” said Eck, Karen Bryant’s production partner on the show and spouse off the show. “We chose to put this show together because we love the sport and the athletes, and we do our best to show the positive side of Mixed Martial Arts.”

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A ONE-TWO PUNCH Eck’s passionate following of the martial arts began at about age seven, he said. He started with Taekwondo and has earned high belt credentials in a variety of arts along the way. He still trains in Brazilian Jiu Jitsu and boxing. “And since Karen covered boxing (as a reporter with Showtime), we decided to merge our skills – hers with broadcasting and mine with the interest in the arts plus technical knowledge of production.” (MMA Business included Karen Bryant in the article “Miss, Understood” in the August 2011 issue.)

MMA HEAT started online with fighter interviews. And that continued for a little over a year, until the pair worked

BUZZ

out a schedule with MavTV, and MMA HEAT debuted on the network in August 2010. “We’ve now delivered 22 episodes,” said Eck. While plenty of MMA journalists gather fighter interviews (mostly online), Bryant’s style and the show’s packaging is unique. “I believe people like the energy level of the show,” said Bryant, “and the fact that I can get unique interviews. We get people to show their sense of humor.

I’m not an encyclopedia of MMA history, but I’m a vehicle for helping people get to know the fighters; it’s more than just sound-bite answers.”

Bryant is also learning to speak Portuguese, and that skill is endearing her to Brazilian fighters. “I learned Portuguese for this show,” said the former MTV VeeJay. “How many Brazilian fighters are in the UFC? How many of the champions speak Portuguese? Other reporters aren’t doing this, and + Karyn Bryant, Wanderlei Silva, and Wade Eck. Bryant is currently studying Portuguese, and her ability it helps me get more opportunities to speak the language of so many Brazilian MMA stars allows her unique access to these personalities. for interviews and relationships.

These fighters tell me how much they appreciate that.” MMA HEAT the “Entertainment Tonight” of Mixed Martial She admits she has a lot to learn about the language.

Arts. The MMA HEAT duo is certainly gaining attention within and outside MMA. The show might outgrow its MavTV network. “I’d like WHY WATCH? to get MMA HEAT on a channel that’s on DirecTV,” said We asked the pair why a busy industry professional should Bryant. “MavTV has no deal with DirecTV, and we’d love to watch MMA HEAT. “There is certainly a business to mar- get our show to a place that’s more visible. I’d be more than keting a fighter,” said Bryant. “You’ll see how to market a happy to do the show on Fox or Fuel,” she said; Fuel TV is fighter, and how to market a gym. If you’re a gym owner, you part of the Fox family, new partners with the UFC. should reach out to us to do something in your gym.”

In September, Lucas Oil Products, Inc., purchased conBryant and Eck are hoping to grow their show’s reach be- trol of the MavTV cable network. The company said it yond just the MavTV male audience. “We try and make con- will make “a significant financial investment in MavTV.” nections whenever we can,” said Bryant, “to connect MMA A major sponsor of motorsports racing and creator of fighters with other sports, or to reach Hollywood personali- programming, Lucas Oil will likely add more similar proties we know are interested in MMA.” gramming to the network. It’s unclear where that leaves Bryant and Eck are using YouTube in particular to expand shows like MMA HEAT. the show’s audience. “We’re averaging 55,000 views a day “It’s no secret we want to be on a network that’s more on YouTube,” said Eck. “And our YouTube video library cur- visible in the public,” said Eck. But he added, “There are rently has 622 videos, each about three minutes long.” Eck big things in the works for MMA HEAT. We’re working on reports that, for October, “we were the ninth most viewed re- a deal with a Chinese company called WinCasting that will porter channel,” with more views than the Associated Press, air the show in Internet cafes in Asia. They have a growTMZ or ABC News. Plus, Eck reports that MMA HEAT ing mobile platform in place to distribute content across interviews have been featured on shows such as Jimmy Kim- millions of devices, and we’ll be the company’s exclusive mel, Jim Rome is Burning, Comedy Central, The Howard MMA content provider.”

Stern Show, and more.

Perhaps Bryant should enroll in classes to learn MandaEck proudly recalls a reference Dana White made calling rin Chinese.

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YOURGYM NAME: TriStar Gym LOCATION: Montreal, Quebec, Canada OWNER: Head Coach Firas Zahabi YEARS IN BUSINESS: 20 DISCIPLINES: MMA, Brazilian Jiu Jitsu, Boxing, Muay Thai, Kickboxing, Karate Georges St-Pierre is now well known as one of the most physically fit athletes in all of sports. His YouTube training videos get tens of thousands of hits.

And his appeal reaches far beyond Mixed Martial Arts. St-Pierre is physically gifted, no doubt, but he’s also well trained. Part of that is due to the coaching work of Firas Zahabi. Not one of those “celebrity trainers” running a private fighters-only gym, Zahabi is the owner and head coach at TriStar Gym in Montreal, and he trains anyone.

“We cater to all levels, from world champions to beginners,” said Zahabi.

“And I’m there at every level. I think that’s important, and I think it’s unique. I train the pros during the day, and I train the recreational martial artists at night.”

Long hours? Of course, but Zahabi says that’s what is necessary. “Most people are not willing to put the work in, and that’s what gives me the chance to get ahead. Some coaches are willing only to do one or the other. It’s about managing your time. And if you don’t love it, then you won’t do it.”

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as Miguel Torres, Rory McDonald and several others, TriStar Gym members include mostly young males from age 15 to 35, according to Zahabi. “We have professionals from all businesses - doctors, lawyers, construction workers, cooks, pharmacists, etc. The martial arts fascinate people of all kinds, and I get to work with a very interesting group of people.”

When someone becomes a member at TriStar, they have access to all classes. “It’s very important for me that people try things and find the right discipline and class they really like,” said Zahabi.

“We don’t charge additional fees if a member wants to switch from boxing to Muay Thai, for example. Plus, it motivates our instructors to make their classes the most appealing possible. They don’t want people going to another class.”

The 13,500-square-foot facility is open seven days a week, and includes specific areas for striking arts and grappling arts, plus an array of weight-training equipment. “People are free to explore everything we offer,” said Zahabi, “and it gives the member the freedom to decide.”

This freedom has helped build some recreational members into fighters. “I tell my athletes they can move up,” Zahabi said, “and some of them do move up through the ranks and now train with pro fighters.”

Excellence, Not Violence Zahabi stresses that the TriStar training system is tough, but it’s not violent. “We make sure that it’s safety first

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for everyone,” said Zahabi. “It makes for a positive environment. Most businesses make the mistake of beating you up to prove how tough they are.

That’s wrong, and it’s not a win for the customer.”

TriStar focuses on excellence, and Zahabi believes people like to associate themselves with that, not simply with a perception of toughness – whether they want to fight or not. The gym also gets a high traffic of world-class martial artists. “A lot of famous fighters and Jiu Jitsu practitioners come and visit the gym to teach or just to train,” said Zahabi. “And it’s an honor for us to have them come and share. It continues that image of excellence for TriStar.” Zahabi believes this is a big part of why TriStar has been mostly unaffected by the economic crisis.

The gym’s success is certainly not due to aggressive marketing. “I‘ll be honest with you, I’m very poor at marketing,” he said. “I only recently started looking at how to market my business.”

To date, Zahabi has focused on building a successful fight team and taking care of his regular members. Due to that, positive word of mouth gets around. “Word-of-mouth marketing is the best, because people believe what their friends tell them. That’s what helped fill up my school,” said Zahabi.

TriStar does have a new website, and is running some promotional videos. He also just started on Twitter, and is working on building the TriStar Facebook following.

He also recently modified the curriculum and class schedules. “I’m always looking for the perfect formula. I want to make the experience as good as possible,” he said. “This brings people back for the next class.”

PRO SHOP

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PRO D U C T S

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S E RV I C E S

A P.O.W.E.R.

Punch Gloves These modified MMA gloves feature a removable resistance patch allowing the user to do resisted punching and other strength training/conditioning exercises without taking off their gloves. Because P.O.W.E.R. Punch Gloves are actual MMA gloves, users can strike mitts or bags. The gloves help increase punching speed and power, and deliver an increased caloric burn. Visit www.powerpunchgloves.com.

A

B ViPR

Described as “the evolution of free weights,” the ViPR line includes seven hollow, tube-shaped weights which the inventor says blend barbells, dumbbells, KettleBells and more. Ranging from 4 to 20 kilograms in weight, each ViPR has handles cut out in three different positions, allowing users a variety of options for strength training. The ViPR’s shape, handles, and material encourage active movement in training. Call (720) 489-0294, or visit www.viprfit.com.

B

C

C Kamagon Ball

This unique stability ball is filled with water to create a “hydro inertia” that forces the user to work stabilizing muscles, and to more fully concentrate on training with proper form. When used with a variety of swinging motions, the rubber ball is safer than steel KettleBells and dumbbells. The Kamagon Ball retails for $150. Visit www.kamagonball.com.

D GelTech Mini

Punch Mitt

This eight-ounce leather mitt from Ring-to-Cage has two inches of padding to absorb shock as well as a full size mitt. It measure 6.5 inches wide and 7.5 inches high. The curved design with grip ball provides anatomically correct hand position. Because of the smaller surface area, this mitt helps develop timing and speed. A Velcro strap over the wrist area provides perfect fit, and the ventilated mesh finger cover is for safety. Visit www.ringtocage.com for more info.

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OUTSIDE THE OCTAGON Ask. Listen. Repeat.

What’s the best way to retain customers? You must prove to them your training works. How will they know if it works? And how will you know? You better ask.

Why Are You Here?

When a new member – child or adult – starts at my dojo, we ask them “Why did you come here? What do you hope to achieve?” With these simple questions, we determine a list of goals, three or four items that range in the level of effort needed to reach them.

About six months later we re-check those goals.

And since our minimum member commitment is six months, this is a good way for us to make sure the member is getting what he or she needs.

But it’s not just a six-month checkup. These goals need to be a regular reminder for both the student and the instructor. We keep these goals on their student card, and they’re visible every time they come to class.

This works as well for my elite athletes as for young kids just starting in martial arts. For my elite team members, we conduct an annual planning session to write down their goals inside and outside of Judo. And once they’re on paper, it becomes more real.

A goal is something you can quantify and it has a time limit. This is as important for your success as it is your students. They can’t just say, “I want to lose weight.” They need to say, “I want to lose 10 pounds by Easter.” It can’t be simply, “I want to get tougher,” but “I want to win 75 percent of my fights or contests.”

You may need to work with them to define those goals. And doing so can help establish an important relationship between student and instructor. Sometimes, however, you need to let the student dream.

I had one memorable student say his goal was to make the Olympic team. This person was nowhere near the Olympic level, but he worked incredibly hard and made the team.

Jimmy

JIMMY PEDRO

jimmypedro@zebramats.com 48

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Martial Arts are Special A typical fitness gym can help people reach goals, too. But the martial arts are special, no matter what mix of arts you lead. You want to make sure your students understand the culture of martial arts, and that their goals can involve more than just physical measures.

We see this with children, of course, whose parents are hoping for assistance with a young person’s discipline or self-esteem. But it can work just as well with teens and adults. We can offer much more than just a good workout resulting in a few lost pounds. And when we do, when we help a kid improve focus in school and get better grades, or when we help a young adult improve self-esteem to get through job interviews with confidence, those are moments to celebrate.

Some of these people will be surprised at what martial arts can do for them. They’ll be surprised that it can be such a vehicle for changing self-esteem, and building confidence. And they’ll want to train with you everyday. Of course, it’s their goal and their achievement, but if you played a role along the way, you’ve built a relationship that can last a long time.

Staff Most people forget about their staff, especially if they’re a black belt or such. But you need to keep them trained and progressing, too. We have Level 1, Level 2, Level 3 instructors, and they have their own belt ranks. This motivates the staff to keep learning and keep improving. Your students see this, they see the motivation and the drive in the instructors and that motivates students.

Jimmy Pedro has earned two Olympic Bronze medals, and was Judo World Champion at 73 kg in 1999. He is active as a USA Judo national team coach and as owner of the Pedro Judo Center.

Now as a vice president for Zebra, a leading provider of facility equipment for martial arts and MMA businesses nationwide, Pedro has a wealth of experience in the industry.

For Information on Marketplace Advertising Rates contact Dick Hendricks at 612-306-1707 or email jdhendricks@comcast.net

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JIMMY PEDRO'S JUDO CENTER Wakefield, MA

Jimmy Pedro 4 Time Olympian World Champion

US Olympic Judo Coach

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--! -ATS & 'RAPPLING -ATS N G I S DE LLATION #OMBO -ATS INSTAs available 0UZZLE -ATS service ,ANDING -ATS 1.800.989.8085 www.zebramats.com (OME -ATS