Jan/Feb 2021

BACK TO SCHOOL! YOUR GUIDE TO MOVING FORWARD POST-COVID MASUCCESS

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HERE’S TO A MORE PROSPEROUS NEW YEAR! § 5 Ways to Make Money in Your Off-Hours § 5 No-Cost Tips for Growing Your School § 8 Steps for Setting Realistic Business Goals

Celebrate the martial arts and the 20th anniversary of the SuperShow.

Celebrate martial arts and theAward 20th anniversary ofCynthia the SuperShow.

Witness thethe Lifetime Achievement induction for Rothrock.

Witness All thehappening Lifetime Achievement Award induction for Cynthia Rothrock. on Opening Night at the Omnia Nightclub.

All happening on Opening Night at the Omnia Nightclub.

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DIGITAL MARKETING MADE EASY INSTRUCTOR: CRIS RODRIGUEZ From targeting strategies to follow-up methods, every stage of digital interaction is crucial to your modern business’s success. Learn the step-by-step process of setting up profitable social media campaigns.

MARTIAL ARTS BUSINESS FORUM INSTRUCTORS: MAIA COACHES MAIA consultants will show you how to increase growth and retention in your school while implementing retail strategies, building sales skills, honing planning methods, and much more. For the first time, get the opportunity to join a MAIA Elite seminar and forever change the way you do business.

CHECK OUT THESE EVENTS AND MORE TO CONTINUE YOUR EDUCATION AND INVEST IN YOURSELF. MASUPERSHOW.COM/PRECONS

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carlos machado

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dane harden

master wong

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annika kahn

burton richardson

mike metzger

bill clark

cris rodriguez

kevin nevels

mackensi emory

erik russell

alain moussi

michael perri

robby beard

melody johnson

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apolo ladra

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YOU DON'T HAVE TO SEE THE WHOLE STAIRCASE, JUST TAKE THE FIRST STEP. MARTIN LUTHER KING, JR.

© MAIA 2020 #18833

, During these unprecedented times, we want you to know we are in this with you - now and always. Let us help you take the first step towards getting your school not just back to normal, but better than normal.

MAIAHub.com

H I T

M E

W I T H

YO U R

PRO

CHALLENGE ACCEPTED

The new Uppercut Wavemaster features advanced striking zones with an angled design to catch uppercuts, knees and various kicks with ease.

PRO FES S I O NAL- G R AD E

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B A G S

s e e t h e f u l l l i n e o f t ra i n i n g b a g s a t

C e n t u r y M a r t i a l A r t s .co m /co l l e c t i o n s /t ra i n i n g - b a g s

“Century” is a registered trademark of Century, LLC. All rights reserved. © 2020 Century, LLC. #19279

CONTENTS FEATURES 28 SET GOALS NOW FOR A HAPPY NEW YEAR

BY MIKE METZGER

We asked one of MAIA’s top consultants for his best advice about planning for 2021. This, he said, is what you should do — and what you should avoid doing.

40 NEW REVENUE

BY KURT KLINGENMEYER

Want to build your business the smart way? Take advantage of the hours of the day when you don’t have regular classes scheduled. Here are five options.

44 A LIFETIME OF ACHIEVEMENT

BY TERRY L. WILSON

Cynthia Rothrock is a living legend who launched her martial arts career on the tournament circuit and rode it all the way to the big screen.

52 GET INVOLVED!

BY KEVIN NEVELS

Your community is the key to your success. Follow these recommendations to make inroads with your school district, your municipality and your local chamber of commerce.

JANUARY/FEBRUARY 2021

COLUMNS 36 BLACK BELT LEADERSHIP

BY NGUYEN “TOM” GRIGGS

The Mirror Reveals

38 IN THE CLASSROOM

BY DAVE KOVAR

Whoever Said It Would Be Easy?

56 TURNING POINT

BY HERB BORKLAND

Caroline Goodspeed: No Turning Point

58 HEALTH KICK

BY DR. JASON HAN

Are You Just Putting a Band-Aid on It?

60 YOU MESSED UP! NOW WHAT?

BY KATHY OLEVSKY

12 FROM THE

DIRECTOR’S DESK 16 IN THE KNOW 20 HEAR FROM

YOUR PEERS 22 PRODUCT SPOTLIGHT 24 THE MAIA REPORT 26 MARKETING RESOURCE 62 SCHOOL SHOWCASE

Pivot, Adapt, Survive

64 CONSULTANT’S CORNER

BY KURT KLINGENMEYER

Grow Your School Without Spending Money!

66 MASTERFUL RETENTION

BY CHRIS RAPPOLD

Old-School Hazing vs. Modern-Day Communication

68 THE KICK YOU NEVER SAW COMING

BY BETH A. BLOCK

The Best Defense

70 THE LEGAL LANDSCAPE

BY PHILIP E. GOSS JR., ESQ.

Videoconferencing Classes Can Lead to Liability

74 INSPIRATION OVATION

BY KAREN EDEN

Hangin’ Tough

10 MASUCCESS

DEPARTMENTS

QUOTE OF THE MONTH “Power of mind is infinite, while brawn is limited.”

— KOICHI TOHEI, AIKIDO MASTER

28 40 44 52 JANUARY/FEBRUARY 2021 11

FROM THE DIRECTOR’S DESK

T I

A New Start in the New Year

BY FRANK SILVERMAN

MAIA EXECUTIVE DIRECTOR

“Things are very slowly getting back to normal.

We used to have as many as 600 online students daily. But today was a busy inperson day with 100 students at our school. We still spread them out to help with social distancing, and classes are filling up. It’s not like it was before the pandemic, but it’s progress nevertheless.”

12 MASUCCESS

A

s we prepare to enter 2021, we have an opportunity not only to look toward the future but also to reflect on the past.

Nobody could have predicted how 2020 would turn out. It’s hard to believe that the pandemic has rolled over into the new year with us.

In March, I had a conversation with my business partner Mike Metzger, and we agreed that COVID, although serious, would blow over soon. We figured it was a blip on the radar with no real consequences. After a couple of weeks, life would be back to normal, we thought.

As we all know now, that prediction could not have been more wrong. We stopped in-person training and closed our schools in mid-March, then pivoted to virtual training. Not until June did we begin to allow students back into our schools.

That’s when we quickly learned something that most other school owners likely discovered: Although we were ready to resume in-person training, our students were not so eager. They still wanted to learn, but they were content to do so from a screen. For months, our online participation soared above our in-class attendance.

As I type this column, things are very slowly getting back to normal. We used to teach as many as 600 online students daily. But today was a busy in-person day with 100 students at our school. Of course, we spread them out to help with social distancing, and classes are filling up.

It’s not like it was before the pandemic, but it’s progress nevertheless.

The fabric of America has changed — if not forever, then at least for the rest of our lives. We will continue to hear debates on how bad the pandemic was, whether we should wear a mask, whether it’s safe to dine out and so on for years to come. No matter what we think about all this, we must remember that learning from the past is the key to a more successful future. Experts insist that COVID was a once-in-a-hundred-years event, but you never know. This time it was a pandemic;

next time, it could be a natural disaster that derails our progress.

As we move into 2021, we need to look to the past and see how we can adjust to make this year, and all that follow, better. We should look at this in a businesslike manner, as well as from a spiritual perspective. Here are some questions we should consider: • Are we prepared for another closure — for any reason?

• How can we better prepare our schools for a long- or short-term shutdown?

• Have we, from a customer-service point of view, addressed all the concerns that our students and their families have? Can we do better?

• Are we financially ready for unexpected circumstances? How might that affect our families?

• What can we do to ensure that we are as prepared as we can be?

• Have we spent time where it matters most — with our families and loved ones?

There are so many questions that need to be asked, about the past and the future, and there’s no time like the present to begin asking them. If you don’t like the answers you’re giving yourself — be honest! — now is the time to change them. At this year’s Martial Arts SuperShow, these are some of the questions we will help you address. I hope to see you all in Las Vegas in 2021.

C R

a

2 a a

W in m

P E R

P E R

P E R

P E R P R

To contact Frank Silverman, send an email to teamcfck@aol.com. Find him on Twitter and Facebook at @franksilverman.

THE MARTIAL ARTS SUPERSHOW IS PROUD TO ANNOUNCE

01 21

CYNTHIA ROTHROCK as the

2021 lifetime achievement award recipient Witness her induction into our legacy of individuals who have greatly impacted the martial arts during Opening Night, July 6, 2021.

P E R S E V E R E P E R S E V E R E P E R S E V E R E P E R S E V E R E P R E V A I L

REGISTER NOW AT MASUPERSHOW.COM

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© 2021 MAIA, LLC #19316

STAFF FRANK SILVERMAN IS THE E X E C U T I V E Director of the Martial Arts

FROM THE DIRECTOR’S DESK

Industry Association, and the owner and operator of 11 martial arts schools in Orlando, FL. He’s also the author of Business Is Business: Passion and Profit in the Martial Arts Industry. Follow Frank on Twitter and Facebook @franksilverman. Contact him at teamcfck@aol.com.

MELISSA TORRES IS THE DIVISION

THE MAIA REPORT

Manager of the Martial Arts Industry Association. She is a practitioner of kung fu san soo, Cage Fitness and yoga. She is passionate about helping school owners succeed and achieve their goals.

She can be reached at mtorres@masuccess.com.

DAVE KOVAR OWNS AND OPERATES NGUYEN “TOM” GRIGGS, ED.D.,

BLACK BELT LEADERSHIP

is a sensei in Japanese jujitsu at TNT Jujitsu under Hanshi Torey Overstreet in Houston, TX. He’s the owner of Lead Connect Grow, LLC. Organizations hire him to develop black belt-level professionals in the areas of Teams, Leadership and Conflict Management. Feel

IN THE CLASSROOM

free to email him at tom@ntgriggs.com.

a chain of successful martial art schools.

Additionally, he operates Pro-Mac (Professional Martial Arts College), dedicated to helping martial artists become professionals in Business Management, Mat Mastery, Sales Mastery, Wealth Management and CuttingEdge Classroom Concepts. In 2010, he was the recipient of the Martial Arts Industry Association’s Lifetime Achievement Award.

Contact him at dave.kovar@kovars.com or check out his blog at kovarsblog.kovarsystems.com.

HERB BORKLAND WAS ONE OF

TURNING POINT

Jhoon Rhee’s original white belts at America’s first taekwondo school and, later, a closeddoor student of Chinese “soft” styles pioneer Robert W. Smith. For three years, starting on ESPN, he hosted the weekly Black Belts TV show. He did the screenplay for Cynthia Rothrock’s HBO-featured Honor and Glory and is an Inside Kung-Fu Hall of Fame martial arts writer. He can be reached at herbork@comcast.net.

CHRISTOPHER RAPPOLD IS THE

MASTERFUL RETENTION

founder of a successful martial arts organization, Personal Best Karate, headquartered in Norton, MA. He’s a five-time world karate champion and is currently the executive director of the world-renowned Team Paul Mitchell, a championship team supported by sport-karate’s longest-running sponsorship.

Rappold is the author of the landmark MAIA program Retention Based Sparring. He can be reached at founder@personalbestkarate.com.

MIKE METZGER IS A MARTIAL Arts Industry Association consultant and the owner of 14 martial arts schools. He has consulted for various school owners around the world. He can be contacted via email at mmetzger@masuccess.com.

BETH BLOCK, A 4TH-DEGREE BLACK

CONSULTANT’S CORNER THE KICK YOU NEVER SAW COMING! 14 MASUCCESS

belt in karate, is the president of Block Insurance in Orlando, FL. Block has protected businesses that serve children for the past 24 years. She is the writer of Martial Arts Minute, a weekly riskmanagement newsletter. You can reach her at (800) 225-0863 or beth@blockins.net.

STAFF MASUCCESS IS PUBLISHED BY

SARAH LOBBAN IS THE ASSOCIATE Publications Editor for the Martial Arts Industry Association. She has trained and fought in MMA and muay Thai, and currently trains in jeet kune do. She can be reached at slobban@centurymartialarts.com.

IN THE KNOW KATHY OLEVSKY AND HER

YOU MESSED UP! NOW WHAT?

husband, Rob, own and operate Karate International in North Carolina. Kathy is the managing partner in their five-school operation. She’s an 8th-degree black belt with 32 full-time years of teaching and operating martial arts schools. She can be reached for questions or comments at kathy.olevsky@raleighkarate.com.

ERIC THE TRAINER (ERIC P.

HEALTH KICK

Fleishman) is a Hollywood-based celebrity personal trainer with over 28 years’ experience. He has worked with top actors and musicians, MMA fighters, and the military. He hosts the popular TV show “Celebrity Sweat,” which you can watch on Amazon Prime. His enthusiastic message of living a healthy life has been adopted by many groups, most recently the American Culinary Federation. For questions or comments, contact Eric the Trainer at Mainemonster@gmail.com.

PHILIP E. GOSS, JR., ESQ. IS a member of the Florida and several other

THE LEGAL LANDSCAPE

Federal Bar Associations. Phil welcomes any e-mail comments or questions at PhilGosslaw@gmail.com and will attempt to respond personally, time permitting.

KAREN EDEN IS A 7TH-DEGREE

INSPIRATION OVATION

master of tang soo do. She’s a broadcast journalist who has appeared nationally on CNN, FOX and Animal Planet as well as on local affiliates for NBC and PBS. Karen is also a published book author and magazine columnist who has written for or been featured in every major martial arts magazine globally. Contact her at renedenherdman@gmail.com.

VOL. 22, NO. 1 // JANUARY/FEBRUARY 2021 EDITOR EMERITUS John Corcoran

MAIA LLC, 1000 Century Blvd., Oklahoma City, OK 73110; (866) 626-6226.

EDITOR Robert W. Young EXECUTIVE DIRECTOR MARTIAL ARTS INDUSTRY ASSOCIATION Frank Silverman MAIA DIVISION MANAGER Melissa Torres ASSOCIATE EDITOR Sarah Lobban MAIA INTERNATIONAL CONSULTANTS Robby Beard Kurt Klingenmeyer Jason Flame Mike Metzger Antonio Fournier Adam Parman Cris Rodriguez Shane Tassoul ADVERTISING DIRECTOR Donna Diamond ART DIRECTOR Paul Duarte DIRECTOR OF MEDIA AND PUBLISHING DEVELOPMENT Patrick Sternkopf COLUMNISTS & CONTRIBUTORS

David Barnett Beth A. Block Herb Borkland Karen Eden Jason Flame Eric P. Fleishman Antonio Fournier Philip E. Goss Jr., Esq. Nguyen “Tom” Griggs IBISWorld.com Perry William Kelly Kurt Klingenmeyer

Dave Kovar Sarah Lobban Mike Metzger Kristin Miller Kathy Olevsky Suzanne Pisano Christopher Rappold Frank Silverman Shane Tassoul Melissa Torres Dwight Trower

CORRESPONDENTS

Herb Borkland (VA) Karen Eden (CO) Andrea F. Harkins (AZ) Andre Lima (CA) PUBLISHER

David Wahl

Perry William Kelly (CANADA) Terry L. Wilson (CA) Keith D. Yates (TX)

Return postage must accompany all manuscripts and photographs submitted to MASUCCESS, if they are to be returned, and no responsibility can be assumed for unsolicited materials. All rights for letters submitted to this magazine will be treated as unconditionally assigned for publication and copyright purposes and as subject to the editorial staff’s right to edit and to comment editorially.

MAIA, its owners, directors, officers, employees, subsidiaries, successors and assigns are not responsible in any manner for any injury that may occur by reading and/or following the instructions herein.

As publisher, MAIA makes no endorsements, representations, guarantees or warranties concerning the products and or services presented or advertised herein.

We expressly disclaim any and all liability arising from or relating to the manufacture, sale, distribution, use, misuse or other act of any party in regard to such products and/or services. MASUCCESS is a trademark of the MAIA. © 2020 MAIA LLC. All rights reserved.

Reproduction in whole or in part without permission is prohibited.

The mission of MAIA is to grow, promote and protect the martial arts industry, and to provide benefits to its members to help them become more successful.

JANUARY/FEBRUARY 2020 15

IN THE KNOW

BY SARAH LOBBAN

WORDS OF WISDOM THERE ARE TWO WAYS OF EXERTING ONE’S STRENGTH: ONE IS PUSHING DOWN, THE OTHER IS PULLING UP. — BOOKER T. WASHINGTON

W

H L

M E A

MARTIAL ARTS TRIVIA 1

In which martial art will you find biting taught as a technique?

2

For her role in the 2015 film Spy, actress Melissa McCarthy studied kali. Who was her teacher?

A) bokator B) krabi krabong C) kino mutai D) okichitaw

N

C

V

w

S

3

Which teaching rank in the Japanese martial arts is the highest?

A) kyoshi B) renshi C) hanshi

4

What weapon does the character Sun Wukong, the Monkey King, wield in the Chinese epic Journey to the West?

ANSWERS: 1) Kino mutai. 2) Diana Lee Inosanto. 3) Hanshi. 4) Staff.

16 MASUCCESS

01 21

WELCOME TO

HARRAH’S LAS VEGAS MODERN STYLE. EASILY ACCESSIBLE. AFFORDABLE PRICE.

Newly renovated Harrah’s Hotel & Casino is steps away from famous Vegas landmarks and just a short walk to CAESARS FORUM!

SPECIAL SHOW RATES AVAILABLE AT MASUPERSHOW.COM/HOTEL

S P O N S O R ED BY:

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© 2021 MAIA, LLC #19542

YOU ASKED WHAT IS THE MOST IMPORTANT TRAIT YOU LOOK FOR WHEN HIRING A NEW STAFF MEMBER? STATS SPEAK

An outgoing personality and integrity are the first traits I look for. However, it is also important that the staff member is personable and comfortable interacting with parents, good with children and able to appropriately maintain control of a class.”

— THOMAS TODD, CHAMPIONSHIP MARTIAL ARTS, OMAHA, NE

I look for enthusiasm and a willingness to try new things.

Other skills can be taught.”

— HEIDI CHAPMAN, PAK’S KARATE ACADEMY, BOSSIER CITY, LA

They need to be the right fit. A new hire needs to have the same vision and fit in with the team, as well as be able to get along well with students and parents.”

— KRISTIN MILLER, CHAMPIONSHIP MARTIAL ARTS, NORTHBROOK, IL

18 MASUCCESS

THE AVERAGE MARTIAL ARTS STUDIO IN THE UNITED STATES HAS

1.1

EMPLOYEES.

SOURCE: IBISWORLD.COM

KICKING! INTRODUCING

KicKing® training products help teach kids correct kicking forms at home or in class with kid-friendly shields that guide kicks to the correct position.

Learn more about kicKing® and a variety of other youth training products by visiting our website at CenturyMartialArts.com www.CenturyMartialArts.com (800) 626-2787. “Century” is a registered trademark of Century, LLC. All rights reserved. © 2019 Century, LLC. #14933

HEAR FROM YOUR

PEERS 20 MASUCCESS

1 2 3

DO YOU INCORPORATE ELEMENTS THAT MEASURE PHYSICAL FITNESS/ENDURANCE, RATHER THAN MARTIAL ARTS TECHNIQUE, IN YOUR BELT TESTS? (FOR EXAMPLE, STUDENTS MUST DO A MINIMUM NUMBER OF PUSH-UPS, SQUATS, ETC.)

50 % Yes 50 % No

DO YOU HOLD SEPARATE BELT TESTS FOR EACH RANK? (FOR INSTANCE, STUDENTS TESTING FOR BLUE BELT DO SO AT A DIFFERENT TIME THAN THOSE TESTING FOR PURPLE.)

25 % Yes

42 % Yes, but only for black belts 33 % No

DO YOUR STUDENTS TEST FOR BLACK BELT INDIVIDUALLY OR IN A GROUP?

15 % Individually

62 % In a group

23 % The test is two-part, so they do both

JANUARY/FEBRUARY 2021 21

PRODUCT SPOTLIGHT

A MASK FOR EVERY OCCASION! Century®

www.CenturyMartialArts.com

S

ince COVID-19 began challenging the world in early 2020, we’ve been seeing masks everywhere — and for good reason! Medical authorities tell us that they’re necessary to help prevent the spread of the coronavirus, but that doesn’t mean they can’t look cool. That’s why Century Martial Arts designed a new line of awesome masks that are perfect for use in the dojo as well as for trips to the grocery store.

For those who prefer a different form of face covering, the company also sells multipurpose neck gaiters. Among the most popular are the Koi Gaiter, featuring the well-known Japanese

fish, and the BOB Gaiter, which sports the lower face of the BOB training dummy on the front and the back of BOB’s head on the rear. All provide a light, breathable barrier for your face. When worn outside, they also offer protection from the cold, the wind and the sun’s harmful UV rays.

Finally, Century has bolstered its catalog with the Medical Face Covering, a full shield that acts as a barrier against incoming and outgoing threats. The takeaway: No matter your personal preference with regard to face coverings, there’s a solution that’s just right for you.

White Striped For Life Mask

Game Face Mask Camo

BOB Gaiter Koi Gaiter

Medical Face Covering

Two Faced Micro Logo Mask

For more information on these and other great Century products, call a helpful Century Sales Representative at (800) 626-2789 or visit www.CenturyMartialArts.com.

22 MASUCCESS

Š 2020 Gameness Sports. #19676

THE MAIA REPORT

Now Is the Time to Plan for a Better Tomorrow

BY MELISSA TORRES

MAIA DIVISION MANAGER

“Putting together a plan for 2021 not only will keep you on track and organized but also will give you a chance to take a step back and re-evaluate your goals, what you’re doing right, what you’re doing wrong and what you need to adjust.”

24 MASUCCESS

W

ell, we made it to the end of 2020. It was a tough year for everyone, whether you had to pivot and learn a new virtual technology or were forced to make difficult decisions like laying off staff or even closing your doors. But the end is finally here. We are closing the doors on 2020 — once and for all!

As happy as I am to see the last of 2020, the practical side of me knows that just because we turned over a new page in our calendars doesn’t mean that everything will automatically return to normal. No one knows when our lives will be normal again — or what that “normal” will look like. (Hopefully, it will be a nicer, better normal.)

It’s more important than ever to be prepared and plan for the unexpected. While no one saw the pandemic coming, I hope you were able to switch to virtual classes quickly or at least continue to keep in touch with your students.

It’s vital to keep yourself and your instructors current when it comes to new technologies even if all your classes are back to an in-person format. This time around, staying on top meant learning Zoom, Microsoft Teams and other platforms, but who knows what will pop up next? The more up to date you can stay on technology, the sooner you’ll be able to respond if a similar situation crops up again.

Now is the time to polish your business skills, up your digital-marketing game and set a course for the next 12 months. It’s time to get out of your comfort zone. As the saying goes, to be successful, you must get comfortable with being uncomfortable. Putting together a plan for 2021 not only will keep you on track and organized but also will give you a chance to take a step back and re-evaluate your goals, what you’re doing right, what you’re doing wrong and what you need to adjust.

If you don’t set monthly goals and annual goals — and keep a clear vision of what you ultimately want

to accomplish as a school owner — it will be impossible to measure your progress. So take a moment now to identify the skills you need to improve.

Maybe it’s digital marketing. Or hosting events. Or setting up afterschool programs. Or gaining new students. Write down the most important skills you’ll need to reach your goals. It doesn’t matter if you know how to get there or not; just write them down.

Next, it’s essential to ask for help. If you’ve been struggling because of COVID or you’re just finding it difficult to grow your school, remember that you don’t have to do this on your own. Never be afraid to seek advice from people who have been there.

Why not learn from their mistakes before you make the same ones?

The Martial Arts Industry Association exists to help school owners like you. If you just need someone to talk to about your challenges because you don’t know where to begin, contact us. The best thing you can do for your business is schedule a call with MAIA. You can discuss your situation with someone who’s faced the same issues, someone who’s experienced the same hardships. Our coaches are all school owners who started with a passion for teaching the martial arts — just like you. Now they lead very successful schools and, most important, know how to get you to that level.

Go to MAIAHub.com/connect now to schedule a call. With help from our experts, you can reach your 2021 goals and even exceed them!

To contact Melissa Torres, send an email to mtorres@masuccess.com.

DON’T WANT ANOTHER MONTHLY CHARGE?

Become a Lifetime Member with just

One Payment ELEVATE YOUR CHILDREN’S CLASSES. TEACH PRESKILLZ FOR LIFE.

PRESKILLZ.COM ©2020 MAIA, LLC. #18354

“

“ – ABRAHAM LINCOLN –

ALWAYS BEAR IN MIND THAT YOUR OWN RESOLUTION TO SUCCEED IS MORE IMPORTANT THAN ANY OTHER.

”

WEEK THREE

3. Why does your attitude affect your outcomes of achieving goals?

Make sure you reward yourself for the effort you put into keeping your new year’s resolutions and reaching the goals you set for yourself. If you have a big resolution that has multiple steps to achieving your final goal, then reward yourself along the way for reaching each milestone. Allow yourself to spend $10.00 on a new toy or buy yourself a new blouse at the mall. Whatever will help you keep going towards your goals and keep you motivated to stick to your resolutions will work best.

What is a reward that will help keep you on track to achieve your goals?

3. Why is it important to share your resolutions with others?

2. Why do rewards keep you motivated?

1.

Ask Your Students:

Be sure to keep your family, teachers or instructors involved in your resolutions so they can help celebrate you reaching your goals and milestones.

REWARD YOUR EFFORTS TOWARD KEEPING YOUR RESOLUTIONS AND REACHING YOUR GOALS.

January 2017

What is your number one new year’s resolution or goal?

2. What is your goal in martial arts for 2017?

1.

Ask Your Students:

Having a positive and goal-oriented attitude will really take you far! Give yourself a due date for your goals but keep the goals small so they are maintainable.

ACHIEVE THOSE GOALS.

Set realistic goals when it comes to making your new year’s resolutions. Belt promotions are good goals to have, but they aren’t the only goals that you can set for yourself in martial arts. We’ve talked about breaking your bigger goals down into smaller, manageable steps before. Some of the best goals are the ones that, stacked together, bring you closer to a really big goal that you’ve set for yourself. With the new year here, it is time to take control of your goals that you have in martial arts. Whenever you train, you should visualize your goals and really think hard about how badly you want to achieve them.

THAT WILL ENABLE YOU

”

THE OTHER HALF IS

– CARL BARD –

– LAILAH GIFTY AKITA –

”

MAY THE NEW YEAR BRING YOU NEW STRENGTH, NEW HOPE AND NEW DREAMS.

“

Personal growth resolutions – learn a new skill or hobby, spend less time watching TV, on the computer or playing video games What are some areas we have control over that we can make positive changes in?

– UNKNOWN –

A GOAL WITHOUT A PLAN IS JUST A WISH.

”

WEEK FOUR

3. What category do you want to improve the most on this year?

2. What type of resolutions can you make towards martial arts?

1.

Ask Your Students:

4.

When we make new year’s resolutions, over 50 percent of people are unable to keep them. Their resolutions or goals may be unrealistic, they may not have accountability, or it may be too big of a goals. One of the best ways to keep your new year’s resolutions is by creating your long term goal for the entire year and then setting up short term goals that will give you measurable, small milestones throughout the year. If your long term goal is to become a black belt in martial arts, then you can create several smaller goals to help you reach that goal without giving up or stopping. Some short term goals can include mastering certain skills, reaching your next level belt, and making a commitment to attend

What is your long term goal this year for martial arts?

3. Why is hard to keep new year’s resolutions?

2. What are two short term goals you can accomplish along the way to keep you focused on reaching your long term goal you have for this year?

1.

Ask Your Students:

a certain number of classes each week or each month. Make your short term goals easier to accomplish, and they will help keep you on track all year long.

CREATE A NEW YEAR’S RESOLUTION ALONG WITH SHORT TERM GOALS TO HELP YOU KEEP IT ALL YEAR LONG.

January 2017

Making new year’s resolutions is about changing things we have control over for the better. We must take ownership of our choices and start to make big changes in our lives.

There is no limit to your new year’s resolutions, and they can include examples such as: 1.

Health resolutions – eat less junk food, get enough sleep and exercise consistently 2. Academic resolutions – have a homework routine, stay organized with school materials, set aside a certain amount of time per day to study 3. Relationship resolutions – spend more time with your family, treat your friends how you want to be treated

TAKE CONTROL OVER YOUR LIFE AND MAKE IMPROVEMENTS ONE RESOLUTION AT A TIME.

“

STICKING TO A PLAN

WEEK TWO

HALF THE BATTLE.

ALTHOUGH NO ONE CAN GO BACK AND MAKE A BRAND NEW START, ANYONE CAN START FROM NOW AND MAKE A BRAND NEW ENDING.

WEEK ONE

January 2017

GOAL SETTING IS ONLY

SETTING GOALS HELPS MOLD YOUR FUTURE.

January 2017

MARKETING RESOURCE

STEP BY STEP

To get your free customizable monthly Marketing Resource, visit MAIAHUB.com or get the download link from our Facebook page: fb.com/masuccess.

26 MASUCCESS

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8/1/18 5:18 PM MP 81:5 8

SET GOALS NOW FOR A HAPPY NEW YEAR Avoid the Pitfalls That Can Derail Your Success!

by Mike Metzger

If you want to maximize the odds that you’ll be successful — in anything — you need to set goals. No matter what you do in life, you should have a clear destination in mind, and when you think about it, a goal is a destination.

Assessing your needs, setting goals that will get you there and, when necessary, reevaluating those goals are crucial elements in the process, and the beginning of the year is a great time to address them. On a personal level, your goals might pertain to having better relationships, earning a college degree, acquiring a bigger house or even becoming a better person. However, because MASuccess is about the martial arts business, I will assume that you’re reading this article because you want to set and then achieve goals related to your school.

There are many goals you can set for your business, and most of them likely relate to some type of growth. Therefore, to achieve them, you must understand what mechanisms impact a school’s growth and then excel at them. Those categories can include enrollment, retail sales, retention, event hosting and 30 MASUCCESS

marketing. If that list seems daunting, know that regardless of the category, the steps you must take first to understand a goal and then to achieve it are the same.

The martial arts business is like all other businesses in that success revolves around three universal goals for financial growth: • More customers • More transactions per customer • More money per transaction Too often, school owners set goals based solely on student count. That happens because they don’t understand the second and third points.

Another thing you must keep in mind is that five profit centers pertain to school growth. They are: • New students • Special events • Upgrades • Retail • Retention Anything you do to make your school more successful should fit into one of these five categories. When setting goals for the year, try to address all five of them. The more specific you can be when creating goals, the better chance you have of accomplishing them. With that in mind, I will offer a blueprint you might wish to follow.

Know Your Numbers To set realistic goals, you first must know your numbers. How else can you avoid establishing a goal that’s based on fantasy?

It’s important to challenge yourself, but that challenge should be an attainable one. Similarly, you don’t want to set the bar low just so you can feel good about yourself when you clear it. Knowing your numbers starts with answering some basic questions: • How much is the average customer worth to your business?

• How many new enrollments do you get each month?

• What percentage of those enrollments comes from each of your marketing efforts?

• On average, how long do students stay?

• On average, at what rank do students leave?

• On average, at what age do students quit?

The answers to such questions will allow you to ascertain which areas of your business are suffering and then focus on improving them. That can be a timesaver because it will prevent you from spending time trying to maximize every part of your business — even those that are doing well. This example will illustrate what I mean: Say you’re a school owner who believes you need to market more because you aren’t getting enough new students. Is your problem really related to marketing? What if your school is signing up six students a month but you’re getting 20 inquiries a month? That would indicate that the problem isn’t your marketing; it’s the process you’re using to set up appointments or secure enrollments.

You cannot maximize your chance of hitting the goals you establish if you don’t know where the problems are. There’s a good reason business leaders adhere to a simple maxim: Numbers don’t lie.

attainment of the goal requires perseverance and discipline; you’ll need more than just the satisfaction of reaching a certain number to keep you moving forward, especially when things get tough. Having a vision of what you’ll be able to do for yourself and others once you succeed can provide that motivation.

Be Willing to Change the Way You Think It’s often said that “Doing the same thing will get you only the same results.” There’s a lot of truth in this. To be successful, you need not only to acknowledge its validity but also to act accordingly.

To attain your goals, you may have to change your way of thinking about how you do business, possibly even how you teach. Remember that while making a minor change might yield a minor improvement, you may have to make a major change to reach your goal. The first step is to acknowledge this. The second step is to be willing to do it. The third step is figuring out what needs to be changed and what it needs to be changed to.

Create a Roadmap Once you’ve determined what needs to be changed, you have to make a plan to do so. Whether your goal entails making a certain amount of money or getting a certain number of new students, you need to ascertain the best way to accomplish that. You must create a roadmap that will get you where you want to go.

Set Your Goals Once you know your numbers, you can intelligently set goals for your business. I always recommend people start by setting an overall goal for the year, then break it down into quarterly goals and finally monthly goals. If you have the ability and the time to continue this process to the point of creating weekly goals and even daily goals, that’s even better.

Why would you want to expend the effort needed to establish weekly or daily goals? Because that way, if you’re off your goal, you’ll know it within days, and that makes it easier to take remedial action.

Know the Why" Behind Each Goal When setting a goal, you need to paint a mental picture of why you’re doing that. If it’s a financial goal, what will hitting that number mean? Will it mean you can get a new car? Will it mean your child can attend the college of his or her choice? Will you be able to afford a new house?

Regardless of the goal, you need to stay focused on the reason you established it and why it’s important. The journey to the JANUARY/FEBRUARY 2021 31

Keep an Open Mind

Example: If you set a goal of enrolling 20 students, what’s the best way to do so? Just promising yourself that you’ll try harder won’t cut it. What you need is details, something like…

I will talk with 30 students each week to see if they have a friend or family member who may be interested in a free week of training. From past experience, I can estimate that 20 of those 30 students will take a VIP pass, that half of those will give one to a friend and that half of those friends will call for details. I estimate that I will set up three appointments and get one new student as a result. Now, how do I get the other 19 new students?

You can see why it’s crucial to spend time creating a viable roadmap. Only in this way will you know exactly what you need to do to increase your odds of hitting the goal you’ve set.

Such a roadmap should be created for every facet of your business that you want to improve.

32 MASUCCESS

For any businessperson, the biggest obstacle to success is being closedminded. That often stems from believing that you already know everything you need to know to maximize your business.

For the new year, I recommend admitting that you don’t know what you don’t know. Remind yourself that there are people who are doing exactly what you’re doing but are doing it more efficiently and seeing better results. This will keep you humble, which is key to growing your school. Even better, it will remind you that an open mind is essential to lifelong learning.

The intelligent way to proceed is to secure the services of a coach. Very few people in any arena, including business and athletics, are able to reach their potential without a coach. Consider Floyd Mayweather Jr. He retired undefeated after having won 15 world titles. However, there was never a time when Mayweather said, “I know how to win and be great. I don’t need a team or coach behind me. I’ve got this!”

Mayweather understood what it takes to be great and stay great. It’s no different for a martial arts school owner. Consultants stand ready to help you take your business to levels you never thought possible. Sadly, there are also consultants who will take you to the bank and not deliver what they promise.

The reason some school owners don’t believe in consultants is they or someone they know has been burned by an unscrupulous group or individual and they wrongly believe all consultants are that way. In reality, there definitely are groups that know what they’re doing and that have consultants who know how to help you.

The intelligent way to proceed is to secure the services of a coach. Very few people in any arena, including business and athletics, are able to reach their potential without a coach.

Remember That Making Money is Ok. Some people in our industry — and this may be the only business in the world that has professionals who think this way — believe that if you make money, you’re a sellout or a “belt factory.” I’ll never understand this way of thinking. I’ve seen schools that make $70,000 a month and schools that make $2,000 a month, and in each category were a few schools I regarded as belt factories.

In any business, making money is important. Otherwise, the business folds. The difficult part of making money in the martial arts is knowing how to do it without jeopardizing your program or your curriculum. That takes us back to the notion of knowing what you have to change.

Don t Let Fear Stop You My final bit of advice is this: Don’t let fear get in your way. Don’t fall victim to the human tendency to make excuses that let you off the hook when it comes to making necessary changes.

Yes, we all have a fear of failing. What separates us is some people take the leap anyway, and they are typically the ones who win in the long run. Fear can stop the others from doing what needs to be done — but only if they let it. Here’s an example of what I’m talking about: A school owner says, “I make plenty of money. I’m happy.

To make more money, I will need to have more than 100 stu-

dents, and that will cause the quality of instruction to go down.”

Such statements are nothing but excuses. Nobody buys them except the person saying them. Successful school owners avoid thinking in ways that limit what they can accomplish.

The solution, of course, it to have the discipline to set goals and hold yourself accountable. This will enable you to accomplish great things in life. Know that success is never easy. It takes commitment, hard work and, most important, honesty with yourself. As you work toward your ultimate goal, you’ll be tempted to make excuses about why you took certain actions.

You occasionally might find yourself thinking, The people are different here. Or The economy isn’t doing well. Or My business is in a very small town. The statements might be valid, but they’re not valid reasons for not achieving your goals.

Stay the course, even when it seems easier to give up. And remember that the course I’ve outlined includes a self-correcting mechanism. (Refer to “Be Willing to Change the Way You Think” above.) Make a decision to sacrifice today for the rewards of tomorrow, and be willing to do what others in this business aren’t willing to do.

Mike Metzger is a consultant for the Martial Arts Industry Association and the owner of 14 martial arts schools.

Mike Metzger

34 MASUCCESS

BLACK BELT LEADERSHIP

L

The Mirror Reveals

BY NGUYEN “TOM” GRIGGS

“Throughout all the things we endure as leaders in the martial arts, we always must answer to the person in the mirror.”

36 MASUCCESS

H

ne of the best tools for growth is the mirror. If you have the right mindset, the mirror can help you answer two crucial questions: Who is looking back at you? And who will you become?

When I was about to take my first wife to the hospital to give birth, I thought, OK, after you leave, you’ll return with a baby. You’ll be a dad, and your life will never be the same. There were definitely some fearful emotions that day, but there was also a sense of excitement and joy. The person in the mirror was scared but filled with hope.

A few years later, I came home one Saturday to an empty house after my now ex-wife had departed with our son. I was met with a deafening silence.

The furniture was gone, my family was absent and I was left to look in the mirror at the one person I blamed for what had happened. The person in the mirror was angry, hurt, resentful and lonely.

Some years later, my son and I stood in front of a mirror as we got dressed for my second wedding.

He was the ring bearer, and I was humbled and joyful that someone had deemed me worthy of love and was willing to take a chance on me. That guy in the mirror was very excited, humbled and, once again, happy. Having my son standing next to me reinforced that this was the right and best thing to do.

Ironically, the joy and happiness I felt from my wedding was cut painfully short exactly one week later. My father fell into a coma, and his health steadily declined. As I stood in a hospital bathroom, I had to reconcile how my life and the lives of people around me were rapidly changing.

My father’s passing came about a month later.

The human being in the mirror was now deeply hurting, confused and sad, but he understood that life is indeed a journey and all journeys must end.

You must be thinking, Tom is really being a downer. Did the pandemic finally get to him?

The reason I’m sharing these stories is I hope they’ll help you understand that throughout all the

things we endure as leaders in the martial arts, we always must answer to the person in the mirror. We might or might not live with a spouse, a partner or family members, but we absolutely have to live with ourselves. We may escape some truths, but we’ll never escape the truth of who we are.

The mirror does not lie; what you see is truly there. A harsh word, a thoughtless action, a moment of insensitivity can hurt others, but the mirror tells us that we have really harmed ourselves. The Indian poet and philosopher Thiruvalluvar stated, “The wound made by hurting with fire will heal, but the wound created by harsh words leaves an indelible scar.”

If you aren’t happy with what you see in the mirror, don’t get a new mirror. Get a new you! When I resolved to improve who I was and learn from my past, I liked the person in the mirror. When I pick up and drop off my son at his mom’s place, I spend time talking, laughing and playing with her kids. I rediscovered the joys of hide-and-seek.

Not liking the person in the mirror meant that I needed humility, honesty and reflection to improve — and, most important, to forgive — myself.

As you continue your work on developing discipline and changing lives, I ask you to look in the mirror and examine who and what you are seeing.

If you think there’s a lot to work on and improve, pick one area, one habit that you can and will change. Great leaders understand that the journey to black belt (mastery) begins when a white belt decides not to quit. Never quit when it comes to improving yourself.

Nguyen “Tom” Griggs is a professional consultant/speaker on subjects that include teams, leadership and conflict. To contact him, send an email to tom@ntgriggs.com.

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IN THE CLASSROOM

Whoever Said It Would Be Easy?

BY DAVE KOVAR

“What career allows you to make a good living, has a profound and positive impact on society, and doesn’t require a lot of hard work and occasional stress? I can’t think of any.”

38 MASUCCESS

love the martial arts. I thoroughly enjoy teaching. I’m continually in awe of what martial arts training does for people. And I find great pleasure in coaching other school owners — at least, most of the time.

Occasionally, I come across a school owner who does nothing but complain about how hard it is to run to a school. (Just to be clear, 2020 has been an extremely challenging year for all of us, and I understand the need to vent. That’s not what I’m talking about here.) Whenever I hear such complaints, two thoughts pop into my head. The first is, Yes, it is hard to run a martial arts school. The second is, Whoever said it would be easy?

What worthwhile career is easy? What career allows you to make a good living, has a profound and positive impact on society, and doesn’t require a lot of hard work and occasional stress? I can’t think of any. Can you? I didn’t think so. It’s been my experience that once I understand that something is hard work, if I can weigh the benefits and find it worthwhile, it becomes easier.

Here are a few tips that I’ve learned along the way. Perhaps you’ll find some of them useful.

• There are thousands of ways to be successful in the martial arts industry. My travels to other schools have shown me that there’s no one path to success. The key is to find out which way works best for you.

• You have to be willing to work hard and work smart. There was a time back in the 1980s and ’90s when the martial arts were rising rapidly in popularity. Perhaps you didn’t have to work as hard to attract new members then as you do now. But it is what it is. This is still a great time to be in the martial arts profession.

• If you don’t know what you’re doing, you probably won’t be in business for very long.

When you’re new to running a school or struggling because you’re unhappy with your results, find a mentor. There are many great business

I

coaches out there. Find one you’re comfortable with, listen to his or her advice, and then take action. Don’t reinvent the wheel if you don’t have to.

• Forget about what the school down the street is doing. There’s nothing you can do about it, and stressing over the actions of others is a waste of energy. Just hope that the owner has a good program. Why? Because no one benefits from a poorly run school. That hurts all of us. In most cases, when students have a bad experience at a martial arts school, they don’t leave and enroll at another school. They just quit, and they often come to view the martial arts in a negative way.

We shouldn’t spend time fighting over the small percentage of the public that’s currently interested in training. Instead, we should spend our time getting more people interested. That way, there are plenty of students for everyone.

• Be the best example that you can be. You represent the martial arts to your circle of influence.

This may be a cliché, but it’s also very true.

• Never forget the impact that a well-run martial arts school can have on your students and your community. Try to be a positive force in the lives of others. For me, this means being a martial artist first, a teacher second and a businessperson third.

To contact Dave Kovar, send an email to dave. kovar@kovars.com.

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By Kurt Klingenmeyer

5 Ways to Make Your Martial Arts School More Profitable!

T

eaching martial arts is an honor. We instructors have the opportunity to instill confidence, focus and selfdiscipline in kids of all ages. Furthermore, we help adults learn how to protect themselves and, in the process, foster a sense of empowerment that will aid them in all areas of life. No other profession makes an equivalent impact on the community.

As fulfilling as making a positive impact is, a martial arts school is still a business. That means tasks need to be done, people need to be employed and bills need to be paid. In other words, you need to guarantee your revenue stream and ideally grow it. Perhaps the most efficient way to do that is to focus on the hours of the day when you’re not teaching your regular classes.

Think about what happens at your school during non-class hours. Yes, there are lesson plans to be written, cleaning to be done and miss-you calls to be made — all the normal duties that come with running a martial arts school. But all of them typically take place before your regular classes start at 3 p.m. or 4 p.m.

Mention that last fact to someone in a different line of work and the reaction likely will be one of incredulity: “You’re open for your customers only five or six hours a day? My business is open 12 hours a day, if not more!”

If you’re looking to increase your school’s revenue, you should take notice. Is there any reason not to use your school to make money from non-martial artists during the hours you don’t teach martial arts? No! In fact, doing what I just described can be a win-win for everyone. Listed below are five ways you can cultivate additional revenue streams for your school using precisely this methodology.

learning from two leaders in the fitness industry: Billy Blanks and Shaun T. Watch how these trainers engage with their students when they lead a class. It’s nearly impossible not to nod your head to the beat or punch the closest WaveMaster as they ply their trade.

Even though it’s not martial arts per se, your fitness class will benefit if you heed the advice of Bruce Lee when you’re designing it: “Absorb what is useful, discard what is not, add what is uniquely your own.”

What should you teach? I always recommend starting with what you’re already an expert in. If you’re a stand-up martial artist (karate, taekwondo, etc.), make cardio kickboxing the base of your fitness class. If you run a judo, jiu-jitsu or MMA school, formulate a ground-based fitness workout. If you’d rather adopt a pre-packaged program that offers lesson plans, advertising campaigns and so on, consider Cage Fitness.

No matter which path you choose, have your instructors and students wear branded athletic clothing and a logoed T-shirt during class. Devise a unique design for the clothes and offer them for sale only at your school — and only to people who are

Billy Blanks

FITNESS PROGRAMS Launching a fitness program at your school is a no-brainer. For a variety of reasons, Americans today are more interested than ever in losing weight and getting in shape — which explains why the fitness industry is growing so rapidly. Look around and you’ll see loads of chains, including 9Round, CrossFit, Burn Boot Camp and SoulCycle.

These franchises are successful because entrepreneurs know that when someone has decided to get in shape, the person wants to have an incredible experience while doing that. That’s what boutique fitness centers offer as they create a community of like-minded individuals. It’s that atmosphere that keeps members coming back week after week — for the social interaction, as well as the workout.

Why not learn from their example and build your business by catering to this growing portion of the public? A martial artsbased fitness program can be an excellent fit for your school, and it can attract paying customers when you’re not teaching regular classes. You already have a reputation as your town’s martial arts expert; why not add a “fitness experience” to your facility?

Make sure your new fitness class has a different feel than your regular martial arts classes do. I recommend spending time JANUARY/FEBRUARY 2021 41

enrolled in the program. If you need help coming up with a fun design, contact Century Customs for a fast turnaround from an experienced crew.

Sell T-shirt two-packs to everyone who enrolls. They will like having an extra, and they might use that extra to convince a friend to join them in your class. Also offer heart-rate monitors that are tuned to transmit to a TV screen that displays the user’s the heart rate and calories burned. This is a fun way for students to keep track of their progress, and it can encourage friendly competition in class — for example, a contest to see who can burn the most calories each day.

As I stated, the experience is the reason many people attend fitness classes, so make yours fun. Play upbeat music — but remember that not everyone likes the same kind of music you do. Variety is the key here, as is the avoidance of songs with offensive language.

(Note that copyright laws apply to businesses that play music for their customers. This is why department stores like to play bland royalty-free music instead of top-10 hits. You can find companies that provide playlists specifically for fitness classes, typically using copyright-free tunes.)

Make sure you have enough training stations in your workout room to accommodate everyone who enrolls. That might entail acquiring more WaveMasters and BOBs for your cardio-kickboxing class. A fringe benefit is that you’ll be able to use the extra gear in your regular martial arts classes, as well.

Prominently display all these training tools so prospective students can see them. Also have gloves, the aforementioned T-shirt two-packs, shorts, wrist wraps, resistance bands and water bottles available, all branded when possible. You don’t have to carry large quantities, but you should make sure they’re visible. If you use the branded gear, your students will want it, too. It’ll make them feel like they’re part of a community.

PRESCHOOL PROGRAMS Another opportunity for daytime use of your facility is to host a martial arts-based program for toddlers or preschoolers. Most martial arts schools don’t consider teaching students until they’re at least 5 years old. However, many parents need activities for their children before they reach that age. That’s why moms and dads are always on the lookout for music lessons, sports and other wholesome pursuits that will keep their kids active and social. The best ones usually provide an opportunity for the parents to socialize, as well.

It’s essential to remember that a program aimed at the very young will look significantly different from your regular classes.

It likely will include a parent participating side-by-side with the child. Sure, there will be a martial arts component, but equally important are games, songs, storytelling, social-skill development and similar activities that make the class developmentally appropriate. If you’re not sure where to start, check out KinderKicks. It’s a great program with daily lesson plans, advertising materials and everything else you’ll need to get going.

A fringe benefit of offering a martial arts class for toddlers and preschoolers is that you’ll be presenting A program your school as a family-centered organization that offers something aimed at for everyone. I’ve seen students start the very as toddlers, transition to a regular young will martial arts program and eventually look signifiearn their black belts. It’s rewarding to witness a child’s development and cantly difgrowth and then see where a life of ferent from martial arts takes them.

your regular classes.

AFTERSCHOOL PROGRAMS If you own a sufficiently large facility — or your regular classes begin later in the evening — consider starting an afterschool martial arts program. These can be lucrative. At a previous Martial Arts SuperShow, I remember a speaker saying, “Why would you teach regular martial arts classes and charge $125 a month when you could teach an afterschool martial arts program and charge $125 a week?”

I recommend setting up workstations in the afternoon so kids can do school assignments, practice martial arts and engage in related sports.

Make sure the parents pick them up before 5 p.m. so you can shift gears for your regular classes.

42 MASUCCESS

Organizing workshops and topic-based seminars at your school can bring value to your community while boosting your bottom line.

While such a program can generate revenue for your school, it does incur costs and responsibilities you normally wouldn’t have.

You’ll need to engage the services of a transportation company to pick up kids from school unless you have vans and staff members to provide the service yourself. Also, you might need additional insurance coverage and a state-issued license that allows you to offer an afterschool program.

To borrow a Tony Robbins quote: “Turn decades into days.”

While you easily could spend years building a new venture like this, finding a mentor will fast-track your success and help you avoid potential pitfalls. If you’re considering an afterschool program, reach out to MAIA consultant Adam Parman. When it comes to running afterschool programs and helping other martial arts school owners achieve incredible results, he’s among the best.

HOMESCHOOL PROGRAMS Since COVID-19 impacted our lives, homeschooling has become more popular than ever. Families are looking for athletic opportunities in which their kids can participate at home during normal school hours. For that reason, offering martial arts classes to kids who are homeschooling can be a great way to add students to your roster and revenue to your school.

Make people in your community aware of your homeschooling program by posting on parenting groups on Facebook, as well as homeschool co-op groups and other community-oriented social media pages. If you’re able to add two classes a week for homeschoolers and each class has 10 students who are paying $100 a month, you’ll generate $2,000 a month with no additional expenses. Furthermore, there will be no learning curve because you already know how to conduct virtual classes thanks to COVID.

Sunday. At the end of the seminar, offer an enrollment special for the kids who attended. If you had 10 children participate and five of them enroll at $100 a month, you’ll generate an additional $6,000 over the next 12 months.

For any families of children who didn’t enroll, you need to follow up. Offer a low-cost starter program. Invite the parents to a martial arts workshop, perhaps on women’s self-defense or pepper-spray use. And don’t forget about the families that enrolled their kids in your original workshop, along with the families that are currently enrolled — invite those parents, too.

This is how you keep going full-circle. The workshops and seminars replenish themselves by consistently adding memberships and revenue for your martial arts school during what are traditionally your non-class hours. Bringing in extra money can change the way you’re able to operate your business — assuming you possess even modest entrepreneurial skills. If you don’t, the quickest way to procced is to find a consultant who’s an expert at maximizing the revenue stream that interests you and learn as much as possible from that person. “Turn decades into days” and “absorb what is useful” — sage advice for anyone looking to grow his or her martial arts business.

Kurt Klingenmeyer is a MAIA Elite consultant who specializes in helping martial arts school owners grow their businesses. To contact him, send an email to KurtKlingenmeyer@outlook.com.

WORKSHOPS Organizing workshops and topic-based seminars at your school can bring value to your community while boosting your bottom line. In many cities, workshops that focus on Stranger Danger, Bully Buster and the ABC’s of Success have become weekend staples for kids. Meanwhile, seminars that cover basic selfdefense, carjacking prevention and active-shooter response address the needs of adults.

How do you create a solid revenue stream from these workshops? It’s simple: Start by scheduling a free 45-minute Stranger Danger workshop for your community on a Saturday or

Kurt Klingenmeyer

JANUARY/FEBRUARY 2021 43

Cynthia Rothrock and Her Rough-and-Tumble Journey in the Martial Arts

by Terry L. Wilson

•

Photography by Cory Sorensen

In the past four decades,

Cynthia Rothrock

has accomplished what many of us dream about but few of us achieve, and that is to nurture our traditional martial arts skills into an international career in fight films. Here’s a look back for those who are too young to have witnessed the rise of Rothrock.

Competition Before she graced her first silver screen, young Cynthia Rothrock was a force to be reckoned with on the East Coast. She won numerous forms and sparring championships on the regional circuit, then graduated to the national scene, where she continued to dominate in weapons and kata.

Known for blending disciplines — including tang soo do, taekwondo, eagle-claw kung fu, wushu and Shaolin kung fu — Rothrock used flashy moves that happened to catch the eye of a Chinese movie producer in 1983. Soon after, she found herself in Hong Kong starring in her first film.

It didn’t take long for the martial artist from Wilmington, Delaware, to parlay her tournamenthoned skill set into on-screen success. She cultivated such a following that there’s still demand for Cynthia Rothrock movies around the world. Her accomplishments in acting shouldn’t be interpreted as evidence that she’s just a film fighter, however. At heart, she is still a … fighter.

“One of my go-to combinations when I was fighting in tournaments was to set my opponent up by doing a front kick with my right leg, and when [my opponents] would drop their guard to block it, I’d turn it into a roundhouse kick to the head,” Rothrock recalls. “I also liked to use my side kick a lot. I just looked for an opening and shot it in real fast.”

She still has a plethora of fighting moves in her arsenal thanks to her experience in those aforementioned arts. “One of the techniques from my wushu training is a trapping-hand counterpunch,” she says. “When my opponents have their arms up and stretched outward, I like to trap their hand with my right, then with a lot of speed, I hit their front hand with my left and come in with a backfist.”

46 MASUCCESS

Athleticism Recognizing the advantages that accuracy and explosiveness could confer, Rothrock long ago decided to transform herself into a better athlete and vowed to be in top physical shape for every match and performance. That further polished her fighting method. “I moved quickly, faking with one technique and hitting with another,” she says. “The instant they bit on my first technique, I’d shift my position and attack in a way they weren’t expecting.”

Yes, point fighting is exciting to watch with its kicks and punches that can score in the blink of an eye, but we all know that on the street, no points are awarded for finesse and the loser doesn’t walk away with a consolation prize.

To Rothrock’s credit, her roots in the traditional arts kept her from ever thinking that success on a tournament mat translates to success in a dark alley.

“Point fighting does sharpen your reflexes — like how to block and move fast — but fighting on the street is an entirely different ball game,” she says. “When you’re point fighting, you might do a move that you would never want to do in a street fight. Point fighting is a sport. I’m not saying you can’t get hurt, but it’s nothing like being in a street fight.”

The attributes you develop in competition aren’t entirely useless, she notes. “Tournament fighters are trained to move fast, to get in and out quickly while scoring a point in the process. So traditional tournament fighting is really good to help you with your reflexes and help you avoid something that’s coming at you fast.”

Furthermore, she’s quick to point out that a kick is still a kick and a punch is still a punch. If you land any technique with speed and power — especially if you hit a vital point on the body — it has the potential to take out an opponent.

“Potential” is the key word there, and that’s fine because not every martial artist trains for combat.

“Traditional fighters are sportsmen and sportswomen; they’re guided by rules and regulations,” she says. “It isn’t a fight to the death. There is the occasional broken nose, lots of jammed toes and [even] knockouts. But tournaments can’t be compared to a street fight because we have a code of conduct and rules to follow — even MMA fighters.

That’s one big difference between a professional fight and a brawl.”

Traditional fighters are sportsmen and sportswomen; they’re guided by rules and regulations.

Believability Despite the obvious differences between movies and the street, Rothrock has always fought to keep her action scenes as realistic as possible. The quality of the result, she says, depends in large part on whether the film is from Hong Kong or Hollywood.

In the States, most action films benefit from having adequate rehearsal time built into the production schedule, from having access to state-of-the-art safety gear and from employing an experienced stunt coordinator. In Hong Kong, however, many safety practices get tossed out the window, leaving it up to the star to do the stunt in one or two takes. In contrast, a Hollywood production might spend a whole day getting one fight just right.

“There were a couple of times when I thought I was going to get killed while filming in Hong Kong — I did some pretty dangerous stuff there,” Rothrock says. “[In Yes, Madam!], I had to fight eight guys with weapons. I turned to do a block, and the guy accidently hit me in the nose with his sword. My eyes

started to water, and my nose turned red. The director came over and said, ‘That’s OK, your nose looks better now,’ and we kept filming.”

That bashed beak was a walk in the park compared to what another Hong Kong director asked his American star to do. “In the movie, which was Lady Reporter (also released as Female Reporter), they wanted me to jump off a two-story building in high heels with a fake baby in my arms,” Rothrock says. “That was hard enough, but there was also going to be an explosion behind me.

“The director said, ‘If you don’t jump when I say action, the flames are going to hit you.’ This was the first high jump I’d ever done, and they had me landing on a stack of cardboard boxes. We didn’t have big air mats that let you land nice and soft. I was really nervous. When he said action, I felt the heat of the flames, so I jumped — in my heels and with the fake baby, landing on the cardboard.”

JANUARY/FEBRUARY 2021 47

On impact, Rothrock’s knee smacked her squarely in the nose.

Her vision blurred, and the pain nearly caused her to pass out.

She thought her nose was broken.

“I was a martial artist, not a stuntperson,” she says. “Nobody taught me how to jump off a two-story building in heels while holding a fake baby. Then the director decided he didn’t like the camera angle, so we had to do it again!

“So now I was extremely petrified and nervous because I knew I had almost knocked myself out and nearly broken my nose.

This time, the director said I had to once again jump off the ledge in high heels, holding the fake baby — but he told me not to bounce when I landed. He wanted me to stick the landing like a gymnast.”

Like a trooper, Rothrock did everything the director asked, but that evening, she paid a high price. “I started feeling as if I was going to pass out,” she says. “I went to the doctor, and he said, ‘You’ll be OK — you just jumbled all your internal organs.’ I was like, ‘What?! Jumbled organs don’t sound like everything’s OK!’” Rothrock went back to her room but couldn’t sleep. “I kept thinking that they were going to lose the film or someone was going to steal it — or maybe a goat was going to eat it,” she says, laughing. “I just knew I was going to have to do that scene again.”

Fortunately for the film fighter, the footage didn’t get misplaced, purloined or digested. The Hong Kong premiere was a success, and it propelled her farther along the road to stardom.

Traditional tournament fighting is really good to help you with your reflexes and help you avoid something that’s coming at you fast.

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IF THERE COULD BE ONLY ONE

We asked Cynthia Rothrock which one martial arts technique she recommends for women who don’t have time to train or condition their body for battle. Her answer? The palm strike.

“When people hit really hard with a closed fist, there’s a greater chance for them to injure their wrist, even if they’re punching correctly,” she said.

“Anything can cause a punch to be off angle and bend the wrist, and that can [lead to injury].

But if you’re striking with the palm of your hand, you aren’t as likely to get hurt, and the palm strike can be very powerful.”

— TLW

It also drove home the notion that even though she was no longer taking a beating in the dojo, punishment was par for the course if she wanted a career in action movies.

Terry L. Wilson is a freelance writer and jujitsu practitioner based in San Diego.

“I was nervous as anything,”

Cynthia Rothrock said when recalling her first tournament, after which she started to laugh. “I was an orange belt competing against black belts in forms. I was doing the most basic forms, and they were so advanced.”

Rothrock ended up placing second in that event. It was but the first in a string of victories, for she went on to win the world forms championship from 1981 to 1985. In 1982 she became the weapons champion in the men’s division, as well.

She also has succeeded in other areas. She was one of the first women to appear on the cover of national martial arts magazines, and she was one of a few female martial artists to become a star in the action movie genre.

Beginning the Martial Arts “I started at 13 years old,” Rothrock said. “I had some friends in tang soo do, so I gave it a try. When I was younger, I tried everything — piano, music lessons, other sports — but the martial arts were the first thing I really stuck with.”

Since that time, she’s earned a black belt in tang soo do and taekwondo. She also holds instructor-level rank in three Chinese arts: northern Shaolin kung fu, wushu and eagle-claw kung fu. It seems she definitely found something she could stick with.

Despite all her experience, however, Rothrock still gets fidgety before performing in front of groups. “I always get nervous,” she said. “It is sort of a nervous energy starting the form — but then I tune right in.”

Joining a Competition Rothrock offers beginners some simple advice for dealing with butterflies in the stomach before kata competition: Make sure you know your form 100 percent. When you compete, don’t perform any kata you’re still working to perfect. Always do one you know well.

Although forms competition is great for children, Rothrock believes they should avoid full-contact sparring events. “Point sparring is good for kids as long as the tournament [officials are] in control and looking out for the children’s safety,” she said.

If you decide to get involved in tournaments, she added, always remember that competition is just one small part of the martial arts. If you lose, ask yourself why. Nine times out of 10, the answer will be that you weren’t fully prepared, she said.

Picking a School Back in 1973 when Rothrock started in the martial arts, choosing a style was tough enough. These days, with the hundreds of schools operating in large cities, it’s even tougher. So how does a person choose?

JANUARY/FEBRUARY 2021 49

“Find a couple of styles you are interested in,” she said. “Watch the instructors. [Watch] how discipline is handled. Talk with the instructors. See if you can take a couple of classes for free. Check out a couple of different places before you start at one.”

Martial arts training is never easy, she said. You’ll feel uncoordinated at first, but you shouldn’t give up. If you practice, you’ll get better, and the results will be extreme, she promised.

You’ll get stronger and stay in shape — and one day the training may save your life.

“When you take a martial art, try to learn the true art and keep the tradition,” she said. “Each style has something different to offer.”

Finding a Role Model Having a martial artist you look up to can help you through the tough times in your training, Rothrock said. For many years, her favorite was Jackie Chan.

“When I was taking classes in New York, we had a Chinese instructor who taught on Sundays,” she recalled. “After the workout, he’d take everyone to Chinatown to see kung fu movies.

I’ve always looked up to Jackie Chan and still respect him very much.”

Rothrock is also a big fan of Chuck Norris: “He is a great martial artist who has made it big in film and television,” she said. “He is the most friendly person out there.”

Starring in Movies Rothrock’s own acting career blossomed for many years — despite on-again-off-again complaints about violence on television and the fact that studios were reluctant to invest money in projects with female martial artists.

“There are far fewer [roles] for women in action movies,” she said.

But she never let that hold her back. In fact, she viewed it as just one more challenge. In much the same way that she was able to break down barriers and become a world champion in forms and weapons, she broke down barriers and became an international film star.

That observation led her to give a final tidbit of advice to martial artists who dream of doing big things in life: “Don’t give up,” she said. “The results can be extreme.”

— Clay Morgan

Cynthia Rothrock

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At the 2021 Martial Arts SuperShow, Cynthia Rothrock will receive the Lifetime Achievement Award from the Martial Arts Industry Association. When that happens, she will join the ranks of a small group of elite masters, people like Chuck Norris, Fumio Demura, Dan Inosanto, Benny Urquidez and Ernie Reyes Sr. “Cynthia Rothrock was a ground breaker for women in martial arts,” said Paul Webb, President of Century Martial Arts. “On-screen, she fought alongside and against both men and women. Her talent with a variety of weapons came into play in the form of action-packed, authentic fight scenes. If Grandmaster Rothrock was a role model for what women in martial arts could do on-screen, she’s even more so in real life. Today, [she] is still teaching and inspiring women and men through her seminars across the world.”

For information about attending the 2021 SuperShow, where Rothrock will be a special guest, visit masupershow.com. It will take place July 6-8 at Caesars Forum in Las Vegas.

Get Involved!

Reaching Out to Your Local Community Is Your KEY TO SUCCESS

BY KEVIN NEVELS

When my wife and I opened our first martial arts academy more than 10 years ago, we didn’t know much about running a business. To be honest, we hardly knew anything about running a business. However, we were sure about a couple of things: We knew how to teach good martial arts, and we knew that we needed to get out into our community and let people know what we were doing.

These two ideas turned out to be the beginnings of a blueprint for success.

In the years that followed, I’ve observed that most school owners know they should go out and tell people about their schools, but they don’t know how or where to get started.

Some school owners say they don’t see the value in getting involved in their community because it doesn’t lead directly to the acquisition of new students. If you’ve read MASuccess for any length of time, you’ve seen the recommendations that MAIA consultants have shared to help you organize events that will get students in your door.

Well, those suggestions work best when you have local relationships — when you’re involved in your community.

My goal in writing this article is not only to convince you of the importance of creating and nurturing those relationships but also to help you understand the revenue boost you’ll get from focusing on your community. Along the way, I’ll share a few stories about what we’ve done to get involved in our community to make sure the public knows what’s happening on our mats.

Before we start our dive into this, I want to note that community involvement has three main facets that I consistently discuss with my team. These are the areas that will have the greatest impact on your martial arts school and consistently get the most results. Over time, being involved in all three will give you many advantages over your competition. Those areas are your local school district, your municipality and your chamber of commerce.

School Districts Let’s start with school districts. Over the years, I’ve spoken with dozens of martial arts business owners who said the same thing: “I can’t get into our local schools. They shut me down every time I try to drop off fliers.”

Yes, your local school district will shut you down every time you try — unless you change things up after the first unsuccessful attempt. You must convey the notion that you’ll bring value to the school and the students. It should not appear that you simply want the district to serve as your personal flier-distribution center, especially if the school officials don’t have a relationship with you.

You must start from a place of giving, not a place of taking. Over my decade of interactions with our school district, I’ve learned that there’s a three-pronged strategy that works wonders: • Build a relationship with the administration and the superintendent’s office.

• Work directly with the principal and teachers on campus.

• Fundraise and work with the parent-teacher organization.

EXAMPLE: A few years ago, I found out through a parent that a local PTO was trying to raise money to purchase a 3D printer for the school. Because we were already a PTO sponsor, the president was more than willing to meet with me so I could share ideas for helping them raise funds. In the end, they allowed us to set up a table at a meet-the-teachers night, and we sold 23 trial offers priced at $69 each for our martial arts school. We donated

100 percent of the trial-offer money back to the PTO. The organization wound up raising more than $1,500, which enabled them to purchase the printer.

Here’s how we benefitted: Of the 23 people who signed up for the trial offer, we converted 16 into regular students. Over the next 12 months, that turned into $25,000 in revenue.

It’s safe to say that any one of us would gladly donate $1,500 to earn $25,000. However, the benefits didn’t stop there. We built an amazing amount of goodwill with the PTO president.

Afterward, she emailed me to invite us back next year.

Municipalities The second area of community involvement takes place at the city or town level. Many people look at their city as an inconvenience, an entity whose only reason for existing is to collect taxes and enforce codes and regulations. Yes, this is part of what your municipality is responsible for, but there’s typically more to your average town than that. Learning about your local government, how it works and what public-facing divisions you can leverage will change your view of how your city can work for you. The three main areas I’ve had my martial arts business focus on are: • The office of the mayor/city manager • The members of the city council • The parks and recreation department EXAMPLE: A few years ago, we got a call from our city’s specialevents coordinator. She’s responsible for putting on public events for our community. Her office was organizing a public screening of The Lego Ninjago Movie and needed a local martial arts school to perform a demonstration before the film. Because we had worked with parks and rec for years, we were the first school they called.

In the end, our demo team got a chance to perform, and we were allowed to have a booth and directly market our school to the public. We set up a board-breaking area so kids who came for the movie — who were already interested in martial arts — could try what they had just watched our demo team do. It was a huge success. We had a line at our booth during the entire movie, and we booked at least 50 trial appointments.

A lot of people have asked me how we got in so close with the special-events coordinator. Honestly, it was simple. Our city puts on two parades a year: one for the Fourth of July and one during the holiday season. There’s no entry fee because all the city officials want is more floats in the parades. My school is a con-

Our demo team got a chance to perform, and we were allowed to have a booth and directly market our school to the public.

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sistent participant. It’s good exposure, and it means that those in local government remember us.

Furthermore, we’re remembered because we often rent local park facilities for events like “class in the grass” and schoolanniversary parties. When I make arrangements, I always submit the application in person and then pay in person. It’s better than doing so online or by mailing a check because it gives me facetime with the parks and rec people, which keeps me at the forefront of their minds. It also gives me an opportunity to ask what the next big event is and see if there’s an opportunity to set up a booth or be an exhibitor.

Chambers of Commerce The third area of community involvement that many school owners don’t understand how to utilize is the local chamber of commerce. The chamber of commerce has been a mixed-bag experience for the martial artists I’ve spoken with over the years.

Many have said that they joined their local group and nothing happened. I must say that they are 100-percent correct — if you join your chamber of commerce and do nothing to get more involved, you’ll be wasting your time.

You simply have to put energy into your chamber-of-commerce outreach if you want to get results. Speaking of results, these are the areas that have paid off the most for our schools: • Events • Business-to-business networking • Civic networking EXAMPLE: Our local chamber of commerce hosts an annual health-and-wellness expo for all fitness-based businesses. This group is where I invest the majority of the time I allocate to our chamber of commerce. At the first fitness expo we attended about seven years ago, we set up a booth and a “whiteboard challenge”: The Person Who Does the Most Jumping Jacks in 10 Seconds Wins a $50 Gift Card. We made sure to get a parent to sign up each child who showed an interest so we could capture a name, phone number and email address.

We had more than 30 kids stop by our booth and take the fitness challenge. The young lady who won was so excited that her parents signed her up for an annual membership and paid in full.

Afterward, we made sure to let everyone else feel like they also had won by giving them a coupon for a free martial arts lesson.

In this way, a $50 investment at one event netted almost $1,500 in revenue.

Intangible Benefits So far, I’ve explained how getting involved can bring in leads, attract new students and boost revenue for your business. Now, I’ll describe some of the unexpected benefits that await you, benefits that we’ve enjoyed over the years.

• You build your reputation. Chances are the people in your community have several choices for their martial arts training, and that competition is good for the industry because it moti-

vates all of us to work harder. Yours may be the best school in the area, but if you constantly say you are the best, you aren’t as credible. However, when someone else says you’re the best, that is power.

Social proofing is one of the best ways to bolster your reputation in your community. When you’re out raising money for schools, volunteering at events and giving your expertise back to the community, you get recognized. And when people talk about you …

• You set your business apart from your competitors. When people visit your city’s Facebook group and ask who has the best martial arts school, your business will be the one members recommend. Because you give so much back to the community, you’ll have a solid reputation.

• You network outside your normal sphere of influence. This might be the most important benefit of getting involved in your community. When you expand the network of people and businesses you deal with, you meet successful professionals in other industries who might serve as role models, and you meet other successful martial artists who might serve as mentors. It’s not unlike when you were learning your art: You found an instructor to help you. This applies to the outside world, as well.

Action Required Thank you for taking the time to read my recommendations for getting more involved in your local community. The best advice I can give is to start right now. It doesn’t matter if your school is 10 months old or 10 years old; building powerful relationships within your community will pay dividends for years to come.

I know that many schools have had their fair share of struggles this past year because of the pandemic. That’s even more of a reason to reach out to your local community. If you would like to explore other ways to get involved, I suggest you attend the 2021 Martial Arts SuperShow. It’s been a valuable tool for me and my entire team, one that’s helped us maximize our potential and grow beyond our wildest dreams. Be sure to look for me at the show.

Kevin Nevels is a MAIA Elite member who owns Championship Martial Arts schools in Las Colinas, Coppell and Lantana, Texas.

Kevin Nevels

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TURNING POINT

Caroline Goodspeed: No Turning Point

“In this column, we examine the pivotal point in a prominent black belt’s career, the event that launched him or her toward success in martial arts business, sports or films.”

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A

MASuccess: Where did you grow up?

Caroline Goodspeed: I grew up in little Port Arthur, 83 miles southeast of Houston, Texas.

MAS: Do you remember the first time you heard about martial arts?

Goodspeed: I was a scrappy little girl — 5 feet 2 and 98 pounds — and when I was in my teens, I liked boxing with my amateur brother. It’s why I use my hands so much. When I was 19, this aikido instructor tried to recruit students. I told myself, “Here you go!” Lasted a year and a half. I got tired of being thrown to the ground by men.

After that, there was no more martial arts until goju for three and a half years. I was 30-ish, had a child, had moved to Dallas and decided to join a rec center class. I was taller: 5 feet 4 and 110 pounds. I wanted to hit somebody, kick somebody.

The goju instructor told me to stop because I was three months pregnant. Today, I have a boy, 21, and a girl, 36.

I stopped martial arts for six years, but I worked out at a gym. One day, I walked in and saw a guy — Grandmaster Yates — teaching little kids, all boys. My first thought was, OMG, I need to get my daughter into this! I loved the way Mr. Yates went about teaching kids. I signed up my daughter and sat around watching and talking to the other parents. I thought, I need to do this! Next time, I signed myself up. That was 1990.

My daughter, at the start, was the only little female in Grandmaster Yates’ class. I thought he was showing her preferential treatment because she was a girl — no knuckles-and-toes pushups for her, only palms and knees. I told him after class,

“Whatever the boys do, she must do because that’s the way the world is.”

When I made black belt in 1993, I started having my own class. I’ve been teaching since then until today.

MAS: What was your turning point?

Goodspeed: Never was a turning point. Boxed.

Stopped. Aikido. Stopped. Goju. Stopped. Martial arts kept tapping me on the shoulder, and I couldn’t resist. I keep enjoying doing it.

I’ve been with Grandmaster Yates 30 years, and, to be perfectly honest, I have thought of calling it quits, but for some reason I’m unable to. There is always that kid, adult or woman I want to see grow and make it to black belt like I did.

Practice at home, I tell my students. One day a week of martial arts won’t cut it. For every hour in class, do another hour outside of class. [It’s the] only way to become proficient. Keep practicing, and you will have the knowledge to protect yourself.

You’ll have this confidence.

MAS: What is the secret of your longevity in martial arts?

Goodspeed: I have a kobudo black belt: sai, bo, nunchaku. Grandmaster Yates encourages students to go out and learn other aspects of the arts. But always research the people you’re learning from.

MAS: Is there anything else you’d like to say to our readers?

Goodspeed: Walk in this troubled and uncertain world with confidence.

To contact Herb Borkland, send an email to herbork@comcast.net.

Photo Courtesy of Caroline Goodspeed

BYHERBBORKLAND

t ninth degree, Caroline Goodspeed is Keith Yates’ highest-ranked Black female grandmaster. Her martial arts career spans amateur boxing, aikido, goju karate, taekwondo and kobudo. She is especially proud of the girls, including her daughter, she has taken to black belt. Goodspeed also ranks among the most delightful personalities in the American martial arts.

Photo Courtesy of Caroline Goodspeed

HEALTH KICK

Are You Just Putting a Band-Aid on It?

BY DR. JASON HAN

“Whether you’re working on the financial success of your martial arts studio or trying to improve the health of your students, it’s important to apply the same principle: Always address the underlying cause.”

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R

unning your own business can be incredibly rewarding. But when problems arise — and as a small-business owner, I know that they do — you’re responsible for solving them.

So whether you’re working on the financial success of your martial arts studio or trying to improve the health of your students, it’s important to apply the same principle: Always address the underlying cause.

For example, if your business had a gross revenue that was less than stellar last month, it’s easy to say that you simply need more students this month. So you decide to focus on marketing.

But what if the real problem is retention? You’re unable to retain your students because the instructors aren’t aligned with your program. In an effort to target the underlying cause, you focus on staff training and development as the solution.

The same advice would apply if you noticed a spike in injuries among your students. If you saw a lot of hamstring problems, for example, an easy fix would be to add more stretching before class and, if necessary, ice afterward. Of course, that might help in the short term, but it wouldn’t do much in the long run.

When dealing with injuries, you can adopt a reactive strategy or a proactive strategy. With reactive strategies, you’re simply putting out fires. If it hurts, rest. If it’s sore, apply ice. If you feel your students aren’t progressing, have them do more reps.

Such solutions are easy to administer because they don’t take much time or effort. Unfortunately, they’re likely to lead to a revolving door of students who enter your program and leave shortly thereafter.

Proactive strategies are much better. However, they require more effort on your end. The three steps I recommend for being proactive are as follows.

Dissect the situation. Ask yourself why your students are having this particular health issue. Is it because they did too much in one day? Is it because they did too much over several days? Or was it a lack of care and preparation?

These are critical questions you must ask to figure out what’s going on. Instead of blaming others, take responsibility for the results that come about in your school.

Accept constructive criticism. You must be able to self-reflect on what happened but also ask advice from those who may have other insights.

Through the years, many martial arts instructors and gym owners have come to me seeking help.

They know it’s wise to take the advice of those they trust and then implement any recommended strategies they think will keep their students healthy.

Just don’t wait until it’s too late. It’s best to make changes before too much damage is done.

Focus on the well-being of your students.

When was the last time you asked yourself, “Why do I have a martial arts school?” It’s easy to get wrapped up in the business aspect of your profession. Yes, that’s important, but as a martial artist, you have to remember that you started training because you were intrigued. You continued because you had a passion for your art. You went on to become a teacher because you loved sharing your gift and improving the lives of others.

Let’s all take this opportunity to remind ourselves that the health of our students should be our priority. We need to reflect on any issues that arise and ask ourselves if a Band-Aid will fix the problem. Most of the time, the answer is no. Digging deep and executing a thoughtful plan is the best way to ensure that our programs and our students thrive.

To contact Dr. Jason Han, send an email to JasonHanDPT@gmail.com.

YOU MESSED UP! NOW WHAT?

Pivot, Adapt, Survive

BY KATHY OLEVSKY

I’ve operated a martial arts school full time for 45 years. I may have made every mistake that can be made in this business. The reason I’m still in business, I believe, is I asked for help. I learned quickly that others before me had already found solutions. In this column, I’ll point out key mistakes I made in my career, which are common errors among school owners, both large and small, throughout our industry. And I’ll share the solutions I used to overcome them.

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P

ivot” and “adapt” have become buzzwords in business during the past year. Add “survive” and you have probably the most important words of 2020. Small businesses had to recreate themselves to make it through the economic turmoil. It will be a time we talk about for years to come.

In September 2020, I was looking for a solution to get my current students back through my doors.

There was great concern about resuming selfdefense training and sparring because they involve a high degree of partner contact. We had no problem getting new students to come in, but we were struggling to get our current students to return.

Around that time, I noticed that many people in the martial arts were trying new things and sharing them with anyone who would listen. One of the best qualities of the martial arts community became apparent: We have more than our share of creativity. So many of us were trying to survive that we generated a wealth of ideas to increase the likelihood of that happening for everyone. It was great to see the camaraderie among martial arts schools and organizations.

I borrowed one idea from the Kovar Systems organization. They decided to add bo instruction to their classes and subsequently sold a large number of staffs to their students. The weapon was new to many of their members because it wasn’t part of the curriculum prior to the COVID crisis. I thought it was a great idea, and it conveyed a valuable lesson: Instead of trying to put a bandage on your current system and teach old things without close contact, why not move into a new area that doesn’t require close contact to begin with?

We took their lead and ordered 100 sets of escrima sticks with carrying cases from Century Martial Arts. Many of our black belts already had trained in kali and therefore had enough of a background to introduce the art to our other instructors.

We brainstormed to create a robust curriculum that included the sticks. We used them to maintain the 6-foot distance while we practiced a new style of self-defense that entailed attacking and defending

with these weapons in our hands. We taught basic drills and modified our kata to include the sticks.

We planned an entire marketing campaign and explained to our student body that we would be using this weapon for the next three months. We encouraged students to buy their own set to avoid the risk of cross-contamination that comes with sharing gear.

The result was we increased our retail sales in September and October. We also made some fun videos that we posted on social media. Those videos and an email campaign brought back many students who had wanted to return but needed a reason. They no longer had to worry that they would look bad because they’d forgotten their forms. They no longer had to be concerned about contact because we were practicing safe distancing in a fun way. They did have to wear masks because we were working closely with partners and because it was mandated by our state. Slowly but surely, our students returned to class, where they happily began rekindling old friendships.

The lesson we learned from this experience was a familiar one: My fellow martial artists once again had the answers, and to get them, all I had to do was ask.

To contact Kathy Olevsky, send an email to kathy.olevsky@raleighkarate.com.

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School Showcase January/February 2021 School Owner

Chuck Cawthon School Name

Contemporary Martial Arts Hartwell, Georgia Styles/Disciplines

Sho-kushin karate, Brazilian jiu-jitsu, judo, American freestyle, MMA 62 MASUCCESS

Photos Courtesy of Chuck Cawthon

Location

When did you become interested in martial arts?

While in the hospital during my treatments for cancer, I became a fan of [the animated TV series] Hong Kong Phooey. After the treatments and hospital stays became less frequent, my grandfather signed me up for taekwondo classes and the rest is history.

How long have you taught?

For 29 years — four to six as an assistant and the rest as head instructor.

Photos Courtesy of Chuck Cawthon

How long have you owned your school?

Twenty-three years.

How did you choose the name of your school?

I first thought up the name Contemporary Martial Arts while in high school. I wanted a name that would represent the mindset that Bruce Lee had — of always learning and staying up to date with current training methods, as well as continuing to learn and teach new styles.

What is your school’s motto or student creed?

“To provide quality care for each and every student in a safe, nurturing and educational environment utilizing appropriate martial arts activities to meet individual needs.”

What is your personal teaching philosophy?

To share as much knowledge as I possibly can and to always try to leave each class of students better, both physically and mentally, than they were before entering.

Who or what inspires you?

My wife Carolina Cawthon.

What is something unique that your school or student body does well?

We have a great track record for retention, which gives us longer to make positive lifelong impressions on young students.

What do you find most rewarding about working in the martial arts?

Seeing children gain confidence on the mats that eventually rolls over to school and life.

What is your favorite inspirational quote?

“Wherever you are, be there.”

If you could give one bit of advice to fellow martial arts school owners, what would it be?

The moment you stop loving the good times or you can’t learn from the bad times, walk around your school at the end of the night and try to remember why you started.

JANUARY/FEBRUARY 2021 63

CONSULTANT'S CORNER

Grow Your School Without Spending Money!

BY KURT KLINGENMEYER MAIA CONSULTANT

“Family members are almost always overlooked. To remedy this, simply walk up to the parent, spouse, or brother or sister of a student and invite the person to join your adult class for a month as your special guest.”

A

s the Small School Specialist for the Martial Arts Industry Association, my job is to help school owners make the transition from part-time instructor to full-time business owner. Key to that transition is recruiting more students. Although the task can seem daunting or even impossible, especially during the era of COVID, there are some strategies that will help you reach this goal without spending your hardearned dollars on advertising. Listed below are five.

Buddy Days The first strategy provides a great opportunity for your current students to share their passion with their friends. When those friends — adults and youths, alike — are brought to class, have them engage in themed drills with the person who invited them. Those can include self-defense drills, focus-mitt speed challenges, partner drills — anything that has the newcomer punching, kicking or grappling with his or her buddy is a win.

Collect the first timer’s info during check-in and invite the person to become a regular student.

Cost: $0 Event Booths This strategy might not have been possible during the past summer because of the coronavirus, but by the summer of 2021, people will be anxious to get out and have fun. For that reason, you’ll have plenty of opportunities to set up a booth to promote your school.

My advice is to keep it simple. Less equals more.

Have a table but push it back against the wall.

Make sure the experience of stopping at your booth is interactive. For example, stand in front of your table next to a Century BOB that’s sporting a T-shirt that says, “Punch Me 20 Times in 10 Seconds and Win 2 Free Weeks of Karate.” When someone wins, schedule his or her first class to coincide with a special event — perhaps a bully workshop or a Stranger Danger course. At the special event, give the person a choice: Take those two free weeks of karate or enroll that day at a discounted rate.

Cost: $0

64 MASUCCESS

Referrals The biggest compliment a student can give you is to tell others about you. It’s the student’s way of saying that he or she believes in you, in what you teach and in your martial arts school. Unfortunately, you may not know exactly how to ask your students to do this.

Here’s the easiest way: When a student enrolls, include a piece of paper that explains your referral-rewards program. At the bottom of the page, leave five blank lines for contact information. Explain that you’ll give five of the new student’s friends two free weeks of training. While the student fills out the form, you should get out a uniform or gather any equipment that’s needed for class. This will give the student and/or the parent a little time to come up with the names.

Cost: $0 Parents, Spouses and Siblings Family members are almost always overlooked. To remedy this, simply walk up to the parent, spouse, or brother or sister of a student and invite the person to join your adult class for a month as your special guest.

You could even provide a free uniform.

After the family member has trained for a couple of weeks, ask how things are going. Present an opportunity to enroll on the spot at a special VIP price.

Cost: $0 (well, maybe a free uniform) Self-Defense Workshops Holding a self-defense workshop shows that you are the area’s leading expert on personal protection while putting you in front of potential new students.

That’s why I recommend hosting a free 90-minute self-defense workshop at your school. Invite parents, local schoolteachers, employees at neighboring businesses, members of relevant Facebook groups and the news media. At the end of the workshop, give everyone an opportunity to enroll.

Cost: $0 If you have questions or would like more details on any of the recruitment methods I mentioned, reach out to me directly at kklingenmeyer@masuccess.com.

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MASTERFUL RETENTION

Old-School Hazing vs. Modern-Day Communication

BY CHRISTOPHER RAPPOLD

“Over the years, we’ve learned that good communication may be the greatest key to success in the growth of a school.”

66 MASUCCESS

N

ot long ago, I was visiting with Don Rodrigues, one of my dearest martial arts friends for nearly 40 years.

Although we speak on the phone often because of our roles with Team Paul Mitchell Karate, this was the first time in nearly eight months that I got to see him in person because of COVID concerns. We had lots to discuss, but for a good chunk of the time, we took a walk down memory lane.

This led to a discussion of how each of us had come to find the martial arts. Coach Rodrigues is my senior by 14 years, and he has deep roots in and an almost computer-like memory of old-school karate from the 1960s and ’70s. We laughed the way most martial artists do when they look back in time and talk about things that would not be accepted today.

One of the topics we reminisced about was the sacrilege of asking your instructor when you would be ready for your next rank. If you did, your time was automatically doubled. Back then, we also witnessed instructors who were more than happy to show inquiring individuals just how far from being ready they were — sometimes painfully. And while old stories create bonds between the people who shared the experiences, today it’s important for instructors to ensure that such practices are no longer followed.

One of those old ways is the lack of communication that used to be the norm in martial arts schools. Over the years, we’ve learned that good communication may be the greatest key to success in the growth of a school. When I say communication, it includes communication with your team, students and families. This entails interacting with your students and families via emails, texts, phone calls and so on to keep them informed about what’s happening at your school. COVID has reminded us all what uncertainty can feel like. It creates unnecessary anxiety on the low end and

paralyzing fear on the high end. Team members, students and families need to be kept in the loop so their energy can be conserved for growth and performance improvement.

How much communication is needed? The simple answer is … lots! For example, I took our organization’s monthly newsletter and converted it to a weekly communication tool. By the end of 2020, instead of hearing from me 12 times on this platform, our members will have received 45 communications.

While this is a step forward, it’s not enough. Do you know why? Newsletters and weekly announcements are you talking to your students. You also need to allow them to communicate with you. An easy way to facilitate this is through surveys.

How much time have you spent thinking about what might work at your school instead of just asking the students you serve what they want? This is one of the benefits of conducting surveys. Another is they’re useful for reminding people that you care.

Whether they take every survey or not, the fact that you care enough to offer the opportunity is a consistent gesture that builds long-term goodwill.

Few of the schools I’ve worked with use surveys.

There seems to be an unspoken fear of rejection and of seeing complaints pops up. This is unfortunate because in my experience, when you address a complaint or misunderstanding, usually you can keep the student from quitting.

As we continue to adapt to these changing times, let’s remember that healthy communication needs to flow both ways for it to be effective. And while it’s amusing to remember the days gone by, we’re all better off when we keep those out-ofdate practices where they belong — in the past.

To contact Christopher Rappold, send an email to founder@personalbestkarate.com.

THE KICK YOU NEVER SAW COMING

The Best Defense

BY BETH A. BLOCK

“To protect ourselves from a civil lawsuit, it’s essential that we take steps to avoid more than one [COVID] case at a time. One of those steps is following the CDC recommendation to wear a mask.”

68 MASUCCESS

A

merican citizens, including martial arts studio owners and martial arts students, remain divided over masks.

Some people have legitimate medical reasons for why they cannot wear a mask; others simply will not wear one.

To minimize liability, I recommend following the guidelines issued by your county, your state and the Centers for Disease Control and Prevention. You also need to consider the Americans With Disabilities Act. Walking the tightrope between these two mandates can cause problems for business owners.

An issue already has cropped for one of my clients.

A studio owner encountered a parent who claimed to be unable to wear a mask for a medical reason. The owner reminded the parent of the studio’s published policy on masks. The parent threatened to get an attorney involved. The owner came to me for help, and I did some research. If you find yourself in a similar situation, what I learned could be useful to you, too.

First, I’ll review what the ADA requires. Title III prohibits discrimination on the basis of disabilities in places of public accommodations. To comply with the accessibility guidelines, public accommodations must: • Provide goods and services in an integrated setting • Eliminate unnecessary eligibility standards or rules • Make reasonable modifications in policies, practices and procedures Over the years, I’ve helped many clients better understand what reasonable accommodations can be made for a student or parent. For instance, there’s valid case law stating that an individual with asthma or one who’s deaf must be accommodated in your studio. So if you have a deaf student who cannot read lips, you’re responsible for allowing the student’s interpreter to take class at no additional charge.

Disabilities include physical, mental and emotional conditions. Regardless of your position on the ADA, it’s the law in America. You can find yourself dealing with court orders, complaints to the Attorney General and the cost of the disabled person’s legal representation if you don’t handle the disability accommodation properly in the first place.

In addition to that, we have the challenge of COVID-19. If you keep your studio open, it’s important to put aside your personal views on the virus and the directions issued by your local and state governments and the CDC. In our studio, for example, if we have more than one person test positive for COVID at the same time, liability can be tied to the studio. This is because, in the eyes of the law, it’s probable that training in our facility caused at least one case. To protect ourselves, it’s essential that we take steps to avoid more than one case at a time. One of those steps is following the CDC recommendation to wear a mask.

Now, back to that scenario of the parent claiming an inability to wear a mask for a medical reason. It was an issue because the owner allows a limited number of parents to watch from inside the studio. As soon as I got the call, I researched the problem. I landed at a website that you can access at bit.ly/ADAFaceMask.

The site explains that it’s completely legal to require the person claiming to have a disability to provide documentation from a doctor specifically stating that the person cannot wear a mask for a medical reason. The site also gives reasonable accommodation options, including allowing the use of a full-face shield, allowing the person to wait in a car (for a parent) and offering video calls/training (for a student).

The article then says that a business doesn’t have to make an accommodation for the person with a disability if the accommodation presents a direct threat to the health or safety of others.

The title of this column is “The Best Defense,” which we all know is a good offense. In this case, I believe the best defense is printing a copy of the article that’s linked above. Keep it handy. Give it to your team to read and let them know where to find printed copies. When someone makes a claim about not being able to wear a mask, give a copy to the person. Explain that you know the requirements of the ADA and that you’re prepared with a great defense. Don’t forget to document the conversation with that person. Include the student/ parent’s name, the date and time, the identity of your team member and the fact that you gave the person a copy of the article.

That is the best defense in situations like this.

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THE LEGAL LANDSCAPE

Videoconferencing Classes Can Lead to Liability

BY PHILIP E. GOSS JR., ESQ.

“Since classes are recorded, you must direct your instructors to be professional at all times.

Jokes and other comments that may be acceptable during an in-person class may seem inappropriate in a videoconference and could be misinterpreted.”

70 MASUCCESS

I

n this new COVID-19 world, many of you are using videoconferencing in lieu of in-person classes. Is teaching virtually in this manner without potential liability? The short answer is no.

As you know, classes conducted on your school premises have built-in liability protection. For example, no student will be injured by a rambunctious pet or younger sibling running across the studio floor. No misplaced pieces of furniture will get in the way of full-power kicks.

Furthermore, should a student be injured at your school, you’ll have immediate knowledge of the incident, as well as the ability to take remedial action and then create an incident report that records all the facts while they’re fresh in the minds of witnesses.

Clearly, these protections do not apply when instruction takes place via videoconferencing.

Nevertheless, many instructors are using video.

Assuming you’re one of them, I offer the following cautionary advice.

Whatever online service or platform you choose, it’s essential to make sure it’s secure. You don’t want an outsider hijacking your streaming videos or altering your stored videos.

I also strongly suggest that you have all your students (and parents of minors) sign a statement of consent. In it, the student should acknowledge and agree that all classes are being recorded and that the recordings will be maintained in segregated video and audio files. Furthermore, the parents should agree that if the attending student is a minor, a parent or other adult will be present to supervise the student for the duration of each virtual class.

Additionally, you should mandate that an obstruction-free space of no less than a 6 feet by 6 feet be made available for the student’s class activities. Finally, I suggest that the consent statement specifically direct that any injury incurred during

class be disclosed to the instructor contemporaneously or immediately following the class.

As an additional protection, you should inform your insurance carrier of your plans to use videoconferencing for the teaching of your classes. While I’m not qualified to opine as to whether this type of teaching will increase your liability insurance premium, disclosure is imperative to ensure coverage in the event of an injury.

As a final protection, before any class is adjourned, I suggest that you ask each student to specifically state if he or she has any “questions, concerns or comments.” This, when added to the aforementioned consent, could save you from an opportunistic student or parent.

What I’ve described here also requires certain other duties on your part. Since classes are recorded, you must direct your instructors to be professional at all times. Jokes and other comments that may be acceptable during an in-person class may seem inappropriate in a videoconference and could be misinterpreted.

Additionally, in the event of future litigation, it’s important to create a spoliation and retention policy. Because statutes of limitation might not even begin to run until a student reaches the age of adulthood in your jurisdiction, I suggest that you never erase any video files. In fact, under the law, destroying relevant evidence can create an adverse presumption, basically stating that you’re guilty of the thing you’re being accused of based simply on the fact that you destroyed evidence. This can apply even if the erasure was unintentional.

Once we’re past the current health crisis, you can revert to your previous comfort zone. Until then, those who choose or are required to conduct classes by video must play defense.

To contact attorney Philip E. Goss Jr., send an email PhilGosslaw@gmail.com.

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72 MASUCCESS

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INSPIRATION OVATION

Hangin’ Tough

BY KAREN EDEN

“I didn’t continue to teach because I wanted to prove I was some kind of gridiron chick; I did it because I genuinely cared about my students.”

74 MASUCCESS

F

ranklin D. Roosevelt won his first term as president of the United States in 1932. The country was going through one of the roughest times in American history. It was FDR who was responsible for steering the U.S. not only through the Great Depression but through World War II, as well.

Life wasn’t going to cut this beloved president any breaks. By 1939, he was battling full-blown polio. It would take away the use of his legs and make him a paraplegic for the rest of his life.

I find it astounding to think that any human being would have the strength and courage to remain “leader of the free world” while battling paralysis. There was, of course, no cure for polio at the time. FDR found himself being dragged to various “health resorts” and all kinds of unorthodox treatment centers, yet nothing could bring back the use of his legs. The thing is, he refused to be seen as an invalid in the public eye.

Even though he was in a lot of pain and fear because his body was failing him, he thought appearing weak in any form would mean letting the American people down.

That’s when FDR’s people decided to construct a special podium for him to stand behind while giving speeches or campaigning. He would have his wife or an assistant support him until he made one last push toward it. Then he would hold himself up on the special fittings — sometimes breaking a sweat as his arms shook — until he was ushered back to his wheelchair.

Was it a case of FDR sacrificing himself for the greater good? Or was it a case of not wanting to appear weak in front of the other world leaders who were watching his every move? Maybe it was both, and more. But whatever the president felt at that time, it was an incredible show of mental strength and fortitude.

Strength and fortitude are things that most of us martial arts instructors would like to apply in our lives and instill in our students. I have had more than one occasion over the past 30 years when I felt personally debilitated. There was the time I was very pregnant and had the choice of continuing to teach or shutting my classes down.

Guess which way I went? I didn’t continue to teach because I wanted to prove I was some kind of gridiron chick; I did it because I genuinely cared about my students, some of whom were training right out of rehab or bad marriages. Three days after I gave birth, I went back to teaching.

Today, I have several instructors in whom I have full confidence when it comes to filling in for me, but in the beginning, like many of you reading this, that was not the case. This really makes me think about what’s at the root of strength and fortitude: I believe it to be passion. There’s something about knowing that you are in the zone to teach and lead others who not only look up to you but also feel that you’re making a difference in their lives.

FDR was the only president in U.S. history to serve three terms. Ironically, it would not be polio that took him out in the end; it was a cerebral hemorrhage at age 63. You may notice that not much is ever said about FDR being the president with polio. Instead, he is remembered as a president of great strength and uncommon fortitude. And I am convinced that this is exactly how he wanted to be remembered. It’s called “hangin’ tough,” and it’s a thing of passion.

To contact Karen Eden, send an email to renedenherdman@gmail.com or visit the Facebook group “The Eden Assignment.”

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2. CONVENIENCE AND TRUST Some members new to boxing and kickboxing classes may have never worn gloves and can be intimidated by the selection. Or worse, they’ll go to the nearest big box store and buy cheap or poorly fitted gloves, then have a bad experience in your class as a result. If you offer your own quality custom equipment and your instructors use it, your members will see and want the same. It’s important to help members find the right gloves to ensure they have the best class experience.

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TRAINING AT HOME FOR THE HOLIDAYS If you’re among the 0.1% of people who managed to keep their training schedule during COVID, my hat’s off to you. If you’re the parent of a budding martial artist and you managed to not just maintain your schedule, but theirs as well – what kind of grandmaster-tier magic are you using? Please share your secrets with the rest of us.

But if you’re like the rest of us normal humans, these last six months have been to your schedule what a broken track is to train, the end result being complete and utter derailment.

The good news: The holidays are here! Most years, I would be preaching about not letting holidays disrupt your training schedule. However 2020 isn’t most years. Travel for the holidays is likely going to be stifled this year as COVID continues. I mean, getting on a plane packed with strangers during cold and flu season is never a fantastic health plan, but with COVID in the mix, it’s even worse.

As much of a bummer as this seems, it’s important to remember a few things. One, if we want to go back to our regular lives sooner rather than later, we need to get COVID under control in the same manner. Two, an unseasonably quiet holiday break is the perfect chance for you to get yourself and your kids back into a regular training schedule!

For Kids Physical activity is necessary for both the mental and physical development of children. With many schools still closed, PE class is off the table, and many regions have had to cancel extracurricular activities including athletics.

Helping your kids with their martial arts training isn’t just fun, it’s providing a key element for their development. As little as 20 to 30 minutes a day of helping your kid train can have huge benefits!

Don’t worry, you don’t have to be a sensei with years of experience to be an effective training partner. Here’s a simple schedule to follow: 5-10 minutes: Active warm-ups. These can include squats, push-ups, jumping-jacks, lunges/jumping lunges,

burpees, crunches/sit-ups, jumping rope or jogging in place. Choose an age- and ability-appropriate mix of these activities and perform them along with your child.

2 minutes: Single punch. Ask you child which punch they would like to work on most. Hold the mitt or target for them and work on building the technique in that one strike.

5 minutes: Punch combo. Build a combo using between one and three punches (or more depending on your child’s skill level) and have them repeat it. Add a more challenging element by adding footwork and moving while you have them strike.

2 minutes: Single kick.

5 minutes: Multi-kick combo.

5 minutes: Four-strike combo that has at least one kick and one punch. You can start by using the punch and kick from the single combos and building from there, or get wild and choose all new ones!

5 minutes: Second four-strike combo. Don’t worry about coming up with tons of complicated combinations! This second combo could literally be a mirror of the first – if it started with the right hand, now it starts with the left.

Or, you could just reverse it. If the first combo was Jab, Cross, Right Front Kick, Left Front Kick, now it’s Left Front Kick, Right Front Kick, Cross, Jab. You’ll develop a knack for building combos that flow well after one or two days of holding.

5-minute cooldown: Stretching is important! Do simple stationary stretches for the legs, arms and core. You can also do these alongside your child.

What are you waiting for? Get started, and see how amazing next year can be.

“Century” is a registered trademark of Century, LLC. All rights reserved. © 2020 Century, LLC. #19663

GETTING PUNCHING BAGS FOR

FREE

do st m no

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in w im

sm re re th

B O

THE BEST WAY TO HOLD A BLOWOUT SALE When it comes to your martial arts school, appearances do matter. Whether or not they do it consciously, potential new students and their parents will start sizing up your dojo the moment they step inside, and one of the biggest things they’ll notice is the equipment.

Imagine you’re a non-martial-artist parent going to sign your child up for her first karate lesson. What would you rather see: scuffed, dirty-looking bags, faded targets and paddles with duct tape wound ‘round the handle, or equipment that looks like it was just pulled from the pages of a catalog?

As martial artists, we can appreciate a little wear and tear in our gear. It means we’re using it, after all! But a first-timer won’t see hard work, hours of practice, and mental and physical improvement: They’ll just see worn-out gear.

I’m not saying to throw out any gear as soon as it gets a smudge or scratch! There’s a much better solution that will remove old gear, bring in revenue to put towards new gear, and renew your students’ enthusiasm and the likelihood of retaining them.

HOLD A BLOWOUT SALE! That’s right – gather up all that old gear and let your students buy it! Gear that’s broken to the point of being unsafe or unusable should be thrown out, but that’s not what I’m talking about. I’m talking about the gear that still works fine, but isn’t pretty anymore. Like the scuffed bags, mitts with the logos worn off, even mats that have lost their “new mat” shine. I know you have them.

Let students and parents know that you will be holding a Blowout Sale on a certain date, where they can buy used gear for 30 to 50% off. Those numbers alone will catch peoples’ attention.

They’ll be excited to get their own personal equipment at such a low price! And you know that at least half your kids have a specific bag or pair of mitts they consider “theirs” – you know, the ones they always rush to get before anyone else can claim them? Now it can be their gear for real!

This sale only has to last a day (leftovers can be sold throughout the week), and is first-come, first-served. There are no backorders! They need to jump on this offer while it’s hot.

The best time to hold this sale is at the end of the year, so you can generate some additional revenue and buy new gear for the start of the new year. The second-best time (or the best time to hold a secondary sale!) is at the end of summer, so your can have new gear for the back-to-school season.

To learn more, visit bit.ly/maiabagsale

BY SELLING OLD ONES MIKE METZGER, MAIA Consultant

“Century” is a registered trademark of Century, LLC. All rights reserved. © 2020 Century, LLC. #19661

2 X L WAV E M A S T E R W O R K O U T S

P R O T R A IN N II N NG G P R O T R A I PRO TRAINING This high intensity training circuit allows you to train like a pro.

Choose a level and begin the workout at exercise 1 until you have completed all 8 exercises. How many rounds can you make it?

BEGINNER

INTERMEDIATE

ADVANCED

20 SECONDS

40 SECONDS

60 SECONDS

1

Side Kick (left) + Side Kick (right) + Front Kick

2

3

4

SQUAT N’ KICK

BACK FIST

JAB/JAB/CROSS

5

BACKFIST + SIDE KICK

“Century” is a registered trademark of Century, LLC. All rights reserved. © 2020 Century, LLC. All rights reserved. #19500

WAV E M A S T E R W O R K O U T S

C O M B AT A D VA N N TA TA G GE E C O M B AT A D VA C O M B AT A D VA N TA G E Gain the upper edge in combat with this high intensity training circuit.

Choose a level and begin the workout at exercise 1 until you have completed all 9 exercises. How many rounds can you make it?

BEGINNER

INTERMEDIATE

ADVANCED

20 SECONDS

40 SECONDS

60 SECONDS

1

Front Kick (Right) + Squat + Front Kick (Left)

2

3

JAB/JAB/CROSS

BACKFIST + SIDE KICK

4

Push Up + Jab + Cross

“Century” is a registered trademark of Century, LLC. All rights reserved. © 2020 Century, LLC. All rights reserved. #19500

BACK TO SCHOOL! YOUR GUIDE TO MOVING FORWARD POST-COVID MASUCCESS

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