MASuccess July/Aug 2021

MASUCCESS

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2021 Virtual SuperShow Navy SEAL and Air Force Pilot Are on a Mission to Inspire & Educate!

2019 2 YEARS OF AFTER 2019 VIRTUAL SHOWS, WE ARE READY TO SEE YOU LIVE!

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EFFICIENCY RULES! Using MyStudio to Thrive During These Challenging Times

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CAESARS FORUM | LAS VEGAS SPONSORED BY: SPONSORED BY:

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JULY 18-20, 2022

APPLE VS. FACEBOOK

How Your Business Will Be Affected Item Number: MAS16321 Description: MASUCCESS JUL/AUG 2021

The Best Time to START GROWING YOUR STUDENT BODY Is Before You Open!

01 21

You are

adaptive.

You are

resilient.

You are

a game-changer.

The way you continue to EVOLVE your school and EDUCATE yourself should reflect that.

The martial arts industry’s largest BUSINESS event of its kind is going VIRTUAL on July 7-9, 2021.

TICKETS ON SALE NOW AND START AT ONLY $29 WITH RECORDINGS! MASUPERSHOW.COM

PRESENTED BY:

SPONSORED BY:

#MASS2021

A c b

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HOW CAN YOU ACHIEVE THE MAIA LIFESTYLE?

After strategizing on how we could better serve our industry, we realized that we needed to create a Pathway to Success which guides school owners to the program they should be in based on their active count, revenue, and goals.

Schools with 50 students and schools with 250 students have different needs, which means they should have different types of coaching and resources. Our team has put together what we believe is the absolute best, step-by-step program in our industry.

BUILDING BLOCKS TO SYSTEMATIZE YOUR SCHOOL

TAKING THE NEXT STEP TO MAXIMIZE YOUR GROWTH

REACHING YOUR SCHOOL GOALS THROUGH ACCOUNTABILITY

ACHIEVING PERSONAL FINANCIAL SUCCESS FOR YOUR LEGACY

BEGIN YOUR PATH TO SUCCESS TODAY. TALK TO A COACH AND GET STARTED TODAY AT MAIAHUB.COM/CONNECT

© 2021 MAIA, LLC #19967

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CONTENTS FEATURES 26 ARMED FOR SUCCESS

BY PERRY WILLIAM KELLY

A Navy SEAL and an Air Force fighter pilot will team up to inspire and educate martial arts business owners at the 2021 Virtual SuperShow. Find out what these two veterans will talk about when they give their keynotes.

38 DIGITAL ALERT

BY CRIS RODRIGUEZ

Chances are you use Facebook to promote your school. Well, Facebook is changing forever thanks to an iOS update from Apple, and if you want to be ready for it, you need to make plans now.

44 SURVIVING AND THRIVING AS A “1-MAN SHOW”

BY TU LE

Learn how a martial arts school in Fairfax, Virginia, used cuttingedge software to streamline its operations and become a success even in the middle of a pandemic.

50 HIT THE GROUND RUNNING

BY JUSTIN LEE FORD

The best time to start growing your student body is before you officially open your school. Reach out to your community now by following this instructor’s advice.

JULY/AUGUST 2021

COLUMNS 34 BLACK BELT LEADERSHIP

BY NGUYEN “TOM” GRIGGS

Don’t Overdo It

36 IN THE CLASSROOM

BY DAVE KOVAR

9 Steps to Take Your School to the Next Level

58 TURNING POINT

BY HERB BORKLAND

Chris Folmar: Having a Martial Artist Father

60 HEALTH KICK

BY ERIC P. FLEISHMAN

5 Yoga-Based Stretches to Add to Your Classes

10 FROM THE

DIRECTOR’S DESK 16 IN THE KNOW 18 HEAR FROM

YOUR PEERS 20 PRODUCT SPOTLIGHT 22 THE MAIA REPORT 24 MARKETING RESOURCE 64 SCHOOL SHOWCASE

62 YOU MESSED UP! NOW WHAT?

BY KATHY OLEVSKY

So Many Mistakes

66 CONSULTANT’S CORNER

BY KURT KLINGENMEYER

The Art of “Selling”

68 MASTERFUL RETENTION

BY CHRISTOPHER RAPPOLD

4 Ways to Focus on Your Current Student Base

70 THE KICK YOU NEVER SAW COMING

BY BETH A. BLOCK

Train Your Volunteers — or Pay the Price

72 THE LEGAL LANDSCAPE

BY PHILIP E. GOSS JR., ESQ.

Do Your Family a Favor Before You Enter the Great Beyond

74 INSPIRATION OVATION

BY KAREN EDEN

Are You Good?

8 MASUCCESS

DEPARTMENTS

QUOTE OF THE MONTH “People can train for three hours and do nothing, and others can train for five minutes and be drenched [with sweat]. So it’s not so much how long it is; it’s what you put into it.”

— BENNY URQUIDEZ

26

38

44

50 JULY/AUGUST 2021 9

FROM THE DIRECTOR’S DESK

COVID in the Rearview Mirror

BY FRANK SILVERMAN

MAIA EXECUTIVE DIRECTOR

“Perhaps the biggest benefit of not holding the SuperShow this year is that we school owners can focus 100 percent on the summer months.

It’s essential not only to prepare for a boom in in-person attendance as life returns to normal but also to maintain our current virtualtraining options.”

10 MASUCCESS

I

start this column with a bit of sorrow because usually I’d be giving one last push for the Martial Arts SuperShow. I’d talk about all the great topics to be covered. I’d bring up all the fantastic speakers and seminars and training ops. I would, of course, give a few reasons why all Martial Arts Industry Association members should attend — not just to further their own education for the benefit of the industry as a whole but also to show support for all the hard work that MAIA and Century put into the event.

Unfortunately, COVID-19 got the best of the SuperShow again this year. As I type this, Las Vegas is on its way back to normalcy, but many venues still are not fully open. In some ways, the success of the show is what doomed it: Caesars Forum, which was supposed to be our venue this year, has maximum occupancy rates that are far lower than the numbers we draw. The social distancing requirements that will be in place in Vegas for the foreseeable future also would have hindered the usual proceedings at the show.

The upside of all this is that the 2022 SuperShow will be even bigger and better! As we teach our students when we explain why patience is a martial arts virtue, good things come to those who wait.

We just need to wait one more year.

This means that people will have more time to make arrangements to attend the greatest martial arts business show. With extra time to prepare a budget for the event, the financing is bound to be easier. Of course, your students will be happy to see you attend because it helps you improve your school and your community.

Perhaps the biggest benefit of not holding the SuperShow this year is that we school owners can focus 100 percent on the summer months. It’s essential not only to prepare for a boom in in-person attendance as life returns to normal but also to maintain our current virtual-training options. Why?

In years past, a summer vacation for a student’s family likely meant that student would spend a week or two disconnected from the martial arts.

Now, with virtual training, it doesn’t have to.

As you know, summer leads into back-to-school season, and more than ever, we need to make it a good one. It’s been predicted that most of the country will have returned to in-person learning by then, and spending extra time to prepare is a must.

For those who hold or have considered holding a martial arts camp, now is the time to do so if ever there was one. The extra revenue will be welcome, and organizing a camp adds value to what you offer your students, which increases retention.

Here’s the grand-finale pep talk: 2021 is shaping up to be a great year. The public is experiencing a pent-up desire to get out and be active and social, and our schools are uniquely positioned to meet their needs. COVID-19 is not out of sight, but it is in the rearview mirror, and that’s a huge relief for all of us. Our schools can thrive in the current environment while we prepare for a brighter future, one that includes attending the 2022 SuperShow in Las Vegas.

I’ve said it before, and I’ll say it again: I look forward to shaking every single person’s hand at the next event. That used to be metaphorically speaking, but now I mean it literally. Have a great summer and an even better year. We hope to see everyone soon.

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

SCHEDULE SNEAK PEEK

All times are approximate and in Central Standard Time. Schedule subject to change.

TIME

WEDNESDAY JULY 7

10:00 am

Welcome to the Virtual SuperShow w/ Hosts Frank Silverman & Cris Rodriguez

10:15 am

Keynote Speaker: Robert “Cujo” Teschner

11:30 am

Break with the Hype Team

11:45 am

Speaker Feature: Cris Rodriguez

12:45 pm

Break with the Hype Team

1:00 pm

Instructor Training Tips: Nick Peterman

1:30 pm

Speaker Feature: Kelly Murray Grys

2:30 pm

The Wrap Up & Implementation Road Map: Cris Rodriguez

TIME

THURSDAY JULY 8

9:00 am

Bonus Morning Open Discussion: Share Your Best Idea

10:00 am

Welcome to Day 2 w/ Hosts Frank Silverman & Cris Rodriguez

10:15 am

Keynote Speaker: To Be Announced!

11:30 am

Break with the Hype Team

11:45 am

Speaker Feature: Frank Silverman

12:45 pm

Break with the Hype Team

1:00 pm

Instructor Training Tips: Abid Benwali

1:30 pm

Speaker Feature: Shane Tassoul

2:30 pm

The Wrap Up & Implementation Road Map: Cris Rodriguez

TIME

FRIDAY JULY 9

10:00 am

Welcome to Day 3 w/ Hosts Frank Silverman & Cris Rodriguez

10:15 am

Keynote Speaker: Brent Gleeson

11:30 am

Break with the Hype Team

11:45 am

Speaker Feature: Mike Metzger

12:45 pm

Break with the Hype Team

1:00 pm

Instructor Training Tips: Eric Santamaria

1:30 pm

Speaker Feature: To Be Announced!

2:30 pm

The Wrap Up & Implementation Road Map: Cris Rodriguez

FOR THE MOST UP-TO-DATE SCHEDULE, VISIT MASUPERSHOW.COM

VIRTUAL HOSTS

Frank Silverman

Cris Rodriguez

MAIA Executive Director & Wealth Specialist

MAIA Digital Marketing Specialist

FEATURED SPEAKERS

Eric Santamaria

Mike Metzger

Nick Peterman

Shane Tassoul

Abid Benwali

Kelly Murray Grys

HYPE TEAM

Sarah Lobban

Rob Campbell

Chasity Scarberry

TO SEE MORE SPEAKERS & LEARN ABOUT THE SEMINAR TOPICS, VISIT MASUPERSHOW.COM

TICKETS ON SALE NOW!

Introducing the 2021 Keynote Speakers

BRENT GLEESON NAVY SEAL COMBAT VETERAN, LEADERSHIP COACH & AUTHOR OF “EMBRACE THE SUCK” Embrace the Suck: Navigate Change with Passion & Perseverance In his presentation, Gleeson will provide actionable principles for leaders and managers to use in leading an organization through change and provide inspirational stories and key insights into how leadership and employee engagement affect productivity and performance. Through the disciplines of leadership at all levels, aligning culture with strategy and results, and accountability, the audience will leave with actionable insights for improving performance, engagement, and productivity to achieve winning results.

ROBERT “CUJO” TESCHNER LIEUTENANT COLONEL, USAF (RETIRED) & AUTHOR OF “DEBRIEF TO WIN” Debrief to Win: Foundations of Real Teamwork Through this uplifting and motivational keynote speech, Cujo will teach what it is that allows a group of people to transform into a team. He’ll teach the “Teamwork Operating System” used by front-line high-performance teams to win through disruption. Cujo will do so by combining stories of military teams and personal experiences, and ending with a personal story of transformation, accountability and excellence where it matters most in a way that resonates on a personal level.

PRESENTED BY:

SPONSORED BY:

#MASS2021 ©2021 MAIA, LLC #20218

STAFF

FROM THE DIRECTOR’S DESK

FRANK SILVERMAN IS THE

MELISSA TORRES IS THE DIVISION

Executive Director of the Martial Arts 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.

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.

THE MAIA REPORT

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. 4 // JULY/AUGUST 2021 EDITOR EMERITUS John Corcoran

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

EDITOR Robert W. Young

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.

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)

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. © 2021 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.

JULY/AUGUST 2020 15

IN THE KNOW

WORDS OF WISDOM

BY SARAH LOBBAN

THE LONGER WE DWELL ON OUR MISFORTUNES, THE GREATER IS THEIR POWER TO HARM US. — VOLTAIRE

MARTIAL ARTS TRIVIA 1

As of 2018, what was the Guinness World Record for the most walnuts smashed by a nunchaku in one minute?

A) 97 C) 129

3

2

A) iaijutsu (Japan) B) krabi krabong (Thailand) C) sikaran (Philippines) D) kalaripayattu (India)

B) 118 D) 204

For what accomplishment is 18th-century Englishwoman Elizabeth Wilkinson bestknown?

The urumi, a weapon made of multiple whiplike steel blades affixed to a sword hilt, is used in which martial art?

4

In the 2020 film Jiu Jitsu, whom does the protagonist use his extensive grappling skills to defeat?

A) his brother C) his clone

B) the man who killed his brother D) aliens

ANSWERS: 1) 118. 2) kalaripayattu (India). 3) She is credited as having been the world’s first professional female boxer. 4) aliens.

16 MASUCCESS

YOU ASKED DO YOU OFFER TRAINING SPECIFICALLY INTENDED TO GUIDE YOUR BLACK BELTS/ADVANCED STUDENTS INTO INSTRUCTORSHIP? STATS SPEAK

Yes, we do. We offer a monthly class for leadership training on the mat and a separate meeting to discuss the business operations side.”

— TOMMY LIGHTFOOT, LEAD BY EXAMPLE TAE KWON DO, FAIRFAX, VA

Yes. This is critical. We developed an entire leadership program that turns students into leaders, leaders into assistants, assistants into staff and staff into school owners.

With five levels in a 24-week curriculum, this is one of the most robust and important components of our program.”

— CHRIS HAMM, LEGACY MARTIAL ARTS, HARKER HEIGHTS, TX

Yes. We offer a leadership program and an instructortraining program. Both are critical to the development and continuing education of our instructors.”

— KEVIN NEVELS, COPPELL TAEKWONDO ACADEMY AND CHAMPIONSHIP MARTIAL ARTS, LAS COLINAS, COPPELL AND IRVING, TX

Absolutely. I expect our high-ranking students to be on our leadership team and eventually become instructors. We have a weekly leadership-training class to help students take the necessary steps to become instructors.”

BETWEEN APRIL 2020 AND DECEMBER 2020, THE UNEMPLOYMENT RATE IN THE UNITED STATES DROPPED FROM

14.8 PERCENT TO 6.7 PERCENT.

SOURCE: CENSUS.GOV

— DAVID CHURCH, CHURCH’S TAEKWONDO AMERICA, MARYVILLE, TN

JULY/AUGUST 2021 17

HEAR FROM YOUR

PEERS 18 MASUCCESS

1 2

CAN A CHILD EARN A BLACK BELT IN YOUR PROGRAM?

70 % Yes 27 % No 3 % Yes, but the child will restart with a white belt as an adult.

DO YOU HAVE SEPARATE CLASSES FOR BLACK BELTS?

7 % Yes, and these are the only classes that black belts can attend.

57 % Yes, but they are free to attend mixed-belt classes, as well.

36 % No

JULY/AUGUST 2021 19

PRODUCT SPOTLIGHT

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Providing an educational experience, exercise and entertainment for a kid is a daunting task to say the least. There are a lot of catchphrases rolling around, especially since home-centered solutions have gained tremendous popularity. Schools have had to deal (more now than ever) with things like “disease control and prevention” and “maintain active play” as kids spend more and more of their time on a couch rather than with a coach.

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20 MASUCCESS

K f d w s b

I a

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In today’s environment of drug resistant bacteria, super staph, viruses and fungi, you have to do all you can to protect your athletes.

Athletic Surface Disinfectant Cleaner

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THE MAIA REPORT

Invest in Your Future — Attend the Virtual SuperShow!

BY MELISSA TORRES

MAIA DIVISION MANAGER

“Other featured speakers will cover a wide array of topics: the next big digital platform your school must be on, what you can do right now to build long-term wealth, surviving and thriving as a solo school owner, getting back to preCOVID numbers and beyond, etc.

They will set you up for success post-pandemic.”

22 MASUCCESS

A

s you read this issue of MASuccess, our team is hard at work preparing for our second virtual show, which also happens to be our 20th anniversary! Virtual or in-person, the Martial Arts SuperShow is still the largest industry event on the planet, and we’re honored to host it. We could not be more excited to deliver this valuable content to your living room or dojo — or wherever you choose to watch — despite the unfortunate circumstances brought on by COVID. As you may know, in March, we had to make the difficult decision to cancel the live show in Las Vegas. Our team spends a full year working up to the event, and unfortunately, with the myriad details that go into the planning and execution, we realized that we couldn’t make the decisions we needed to make without knowing what the situation in Vegas would be in July. Instead, we opted for a virtual show and immediately focused our efforts on that.

We take the safety of our school owners and instructors seriously since you are the ones who work with hundreds of students day in and day out.

While we are disappointed to not be there in person, we plan to bring you a great show regardless!

I’m sure you’ve seen our emails, Facebook posts and, of course, this magazine, but I want to remind you to mark your calendar for the Virtual SuperShow on July 7-9. We will provide three days of content with four to five hours per day featuring three speaking sessions, as well as fun bonus events.

Tickets are more affordable than ever, and they all include recordings you can watch over and over.

You can access the most up-to-date information about schedules, speakers, bonus events and more on MASuperShow.com. For now, however, I will share some details on our main offerings. Let’s dive into our keynotes first.

The cover of this issue features our two virtual keynote speakers: Brent Gleeson and Robert “Cujo” Teschner. I highly encourage you to flip to that article now and read their stories. These guys have spent time in battle and will share actionable advice on subjects like leadership and perseverance. You don’t want to miss their presentations and follow-up Q&A sessions.

We also are excited to announce our hosts Frank Silverman, MAIA Executive Director and Wealth Specialist, and Cris Rodriguez, MAIA Digital Marketing Specialist.

This dynamic duo knows the industry inside and out, and they have extensive experience working with a variety of schools. They’re the perfect pair to question our speakers, lead the Q&As and other breakouts, and guide school owner/instructor discussions and networking.

Other featured speakers will cover a wide array of topics: the next big digital platform your school must be on, what you can do right now to build long-term wealth, surviving and thriving as a solo school owner, getting back to pre-COVID numbers and beyond, etc. They will set you up for success post-pandemic.

We also will have industry experts such as Kelly Murray Grys, Mike Metzger and Shane Tassoul, not to mention phenomenal mini-segments led by Nick Peterman, Abid Benwali and Eric Santamaria.

And don’t forget our energetic Hype Team! They have plans for many fun activities, including product demos, challenges, giveaways, games and even a special happy hour on the final day. (Spoiler alert: There will be a drink recipe to celebrate the final day live with the Hype Team.)

We are looking forward to providing a Virtual SuperShow that will give you a roadmap to success with actual implementation strategies. Afterward, you will know how to implement all the ideas in your business without feeling overwhelmed. Our goal is to help you thrive post-COVID and give you the tools necessary to boost your school’s revenue and recruitment — all while inspiring you to keep pressing forward.

Get more information on MASuperShow.com or follow us on Facebook and Instagram. This year’s show may not be what you’re used to, but I encourage you to give it a chance. Tickets are super-affordable, and we’re bringing the content right into your home. Whether you’ve been to every previous event or will make this one your first, there will be something for you.

Take action now. The first step to a better future for your school starts with this small investment.

See you soon!

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

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HAS COVID AFFECTED YOUR SCHOOL? MAIA Foundations will give you the building blocks to get back on your feet and systematize your school.

Coaches Mike Metzger and Shane Tassoul will dive into the four main components you should master in your business in just two months:

Take action and reserve your seat.

MAIAFOUNDATIONS.COM © 2021 MAIA, LLC #19966

MARKETING RESOURCE

ALL ABOUT INSPIRATION listen to what you say.

WEEK ONE WEEK ONE MAKE EACH DAY YOUR MASTERPIECE. – JOHN WOODEN –

MAKE EACH DAY YOUR MASTERPIECE. – JOHN WOODEN –

” ”

you find inspiring and motivating.

4. Tell Be inspired for people, 5. stories. yourself.

Facts tell Look and stories sell as well ideas, environments andlearns knowledge that as inspire too. Everyone best from you find inspiring and motivating. listening to other people’s inspiring stories.

THE MARTIAL PATH.

July 2016

July 2016

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” ”

WEEK THREE WEEK THREE – JOHN QUINCY ADAMS –

IF YOUR ACTIONS INSPIRE OTHERS TO DREAM MORE, LEARN MORE, DO MORE AND BECOME MORE, YOU ARE A LEADER.

IF YOUR ACTIONS INSPIRE OTHERS TO DREAM MORE, LEARN

– JOHN QUINCY ADAMS –

MORE, DO MORE AND BECOME MORE, YOU ARE A LEADER. INSPIRATION: Go from wanting to inspire people to actually inspiring people on a

daily basis.

INSPIRATION:

– ELEANOR ROOSEVELT –

DO ONE THING EVERY DAY THAT SCARES YOU.

DO ONE THING EVERY DAY THAT SCARES YOU.

” ”

WEEK FOUR WEEK FOUR

Become a mentor.

One of the best ways Act and Show. Get out there and do Go from wanting to inspire people to actually inspiring people onto a be inspirational is to serve as a mentor. Be something daily basis. to be an inspiration to others. sure that you background aligns with what Reach out to someone who has recognized that person wants to achieve. you and as a Show. leader Get and out show people Become a mentor.

One of theYou bestmust waysbe to Act there and who do you are completely openisand honest the people as an inspiration.

You must be authentic be inspirational to serve as as a mentor.

Be you something to be an inspiration to others.and mentor to you andaligns completely believe follow through with all things you promise. Be sure thatlook youup background with what Reach out to someone who has recognized in you. true as to ayourself and show be proud of who that person wants to achieve. You must be you leader and people whoyou youare are and you have accomplished.

This will completely open and honest as the people you as anwhat inspiration.

You must be authentic and Ask Your Students: inspirethrough others around to do the same. Be mentor look you and completely follow with allyou things you promise.

1. How do up youtoact and show yourselfbelieve as in you. true to yourself and be proud of who you are Provide others with the blueprint.

You have an inspiration to others? and what everything you have accomplished.

This will achieved you have because you Ask Your Students: 2.

Have others asked your advice on how inspire around you to do People the same. had theothers skills and the blueprint. will 1. How do you yourself to reach the act beltand rankshow you are at? as start to ask you with for advice, so be preparted Provide others the blueprint.

You haveto inspiration others?

3. an Have you everto had a mentor that share your blueprint with thosebecause that areyou willing achieved everything you have 2. Have others asked your advice on how was inspiring? to learn. had the skills and the blueprint. People will to reach the belt rank you are at? start to ask you for advice, so be preparted to 3. Have you ever had a mentor that share your blueprint with those that are willing was inspiring? to learn.

July 2016

July 2016

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INSPIRATION: Find inspiration in possibilities.

– ELEANOR ROOSEVELT –

INSPIRATION:

3. Why is it important to do things that will inspire you?

Ask Your Students: 2.

What is something on your bucket list 1. What have you done recently that that inspires you?

3. inspired Why is ityou? important to do things that will 2. What something on your bucket list inspireisyou? that inspires you?

you would like to accomplish.

Ask Your Students: • 1.Brainstorm ideas a new project you and What have you for done recently that your familyyou? or friends could work on. inspired

• Create a vision board of your Brainstorm ideas for awith newpictures project you and goals, thingsoryou would like to do on. and things your family friends could work

• Create a vision board with pictures of your It is easy to confuse inspiration with goals, things you would like to do and things motivation, but they are completely different.

Find inspiration in possibilities. you would like to accomplish.

Motivation involves pushing and trying to find

could not do new but secretly wanted to try.

• you Learn something and allow yourself to • Teach tolimitations. do something and forget someone about time a leader.

• become Make a bucket list of all the things you would • Learn like to something do in life. new and allow yourself to forget about time limitations.

the to do something.

Inspiration It is willpower easy to confuse inspiration with pulls you towards a future you want.different.

When you motivation, but they are completely lack inspiration, try the follow things: Motivation involves pushing and trying to find the willpower to do something.

Inspiration • Try something you have always assumed pulls towards a future you want.

When you youyou could not do but secretly wanted to try. lack inspiration, tryto the things: • Teach someone dofollow something and • Try something you have always assumed become a leader.

7. What do your peers do to inspire you?

Ask Your Students: 7.

What do your peers do to inspire you?

6. What What is doone youstory do tothat be an 8. hasinspiration inspired to yourlately? peers? you

• Make a bucket list of all the things you would like to do in life.

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

July 2016

July 2016

“ “

INSPIRATION:

INSPIRATION:

Inspire is to make someone want to do something; to give someone an idea about what to do or create.

WEEK TWO WEEK TWO

THERE IS NO GREATER AGONY THAN BEARING AN UNTOLD STORY INSIDE OF YOU.

– MAYA ANGELOU –

THERE IS NO GREATER AGONY THAN BEARING AN UNTOLD STORY INSIDE OF YOU.

something to do better the world them an When we think about inspiration, comes Inspire what is to make someone want to something; to around give someone are inspirational. It is important to know that to mind is what usually people who have idea about to ordinary do or create. you can be an inspiration to others no matter done extraordinary things that inspire us. what you have or have achieved yet.

We appreciate haswhat the ability something to better thenot world around them When we think when aboutsomeone inspiration, comes and willingness toordinary be selfless, be creative, be are inspirational.

It is important to know that to mind is usually people who have Ask Your Students: innovative, or is just things different. you beleader an inspiration to others matter done extraordinary thatExamples inspire us.are 1. can What is an inspiration to no you?

Mother Teresa, when Gandhi, and Martin King what you have or have not achieved yet.

We appreciate someone has Luther the ability 2. What makes other people inspirational Jr. All of those people were ordinary people and willingness to be selfless, be creative, be Ask Your Students: to you? who decided the world needed theirare help. innovative, or that is just different.

Examples 1. Whatcan leader anan inspiration toto you?

Mother Teresa, and Martin Luther 3.

How youisbe inspiration They were true Gandhi, leaders that believed they King 2. someone What makes other people inspirational Jr. All of thosethe people were ordinary people else? could change world despite all odds, and to you? who decided thetoworld needed their they were notthat afraid try. People who dohelp.

3. How can you be an inspiration to They were true leaders that believed they someone else? could change the world despite all odds, and they were not afraid to try. People who do

July 2016

July 2016

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” ”

4. Be inspired yourself. Look for people,

– MAYA INSPIRATION: How to inspire others to be their best.ANGELOU –

1. Be a good example. People, friends and

and knowledge that peers watch what you do more than they INSPIRATION: How to inspire others to beideas, their environments best.

1. Care Be a good People, friends 2. aboutexample. others. Other people do and not peersabout watchhow what you you do more care much knowthan untilthey they listen to what youyou say.care. Take a genuine know how much

NOW AND YOU WILL

inspire learns best from 6. as What do too. you Everyone do to be an inspiration to listening to other people’s inspiring stories. your peers?

5. Tell stories.

Facts tell and stories sell as well Ask Your Students:

GUIDE THEM ALONG

8. What is one story that has inspired you lately?

24 MASUCCESS

in other people and ask questions.

2. interest Care about others.

Other people do not care about how much you know untilyour they 3. Encouragement.

When you support know how Take a genuine friends andmuch peersyou andcare. encourage them interest in othertimes, people and through tough you willask bequestions. inspiring

PLANT THE SEEDS FOR

to see the best in themselves and in 3. them Encouragement.

When you support your the situation. friends and peers and encourage them through tough times, you will be inspiring them to see the best in themselves and in the situation.

SUCCESS IN STUDENTS

Navy SEAL and Air Force Fighter Pilot Team Up to Inspire and Educate at the 2021 Virtual SuperShow

BY PERRY WILLIAM KELLY

Brent Gleeson

28 MASUCCESS

virtual ringside seat to learn some of the secrets they’ve taught top executives around the world.

I recently connected with these two gentlemen to learn more about their backgrounds and find out what they plan on addressing when they speak at the Virtual SuperShow. Let’s lock and load!

Brent Gleeson

Training Gleeson is the founder and CEO of TakingPoint Leadership, a management consulting firm that focuses on transforming businesses and building high-performance company culture. The son of a Vietnam vet, this father of four grew up in Dallas. In high school, he was a competitive swimmer, which is a fine start for a guy who would go on to become a SEAL. Gleeson completed his undergraduate degree in finance and economics at Southern Methodist University and seemed destined for a future in corporate America. In fact, he was working as a financial analyst for a global investment firm when his life took a slight detour.

A rugby player in college, Gleeson was looking for a way to stay in shape when a fraternity brother who had a lifelong goal

Photos Courtesy of Brent Gleeson

W

hat happens when you put a master motivational speaker who used to be a Navy SEAL and a master business consultant who used to be an Air Force fighter pilot together and task them with inspiring and educating martial arts business owners? Well, no one knows because the 2021 Virtual SuperShow hasn’t happened yet. (At the event, which is scheduled for July 7-9, they will be the keynote speakers.)

One thing we do know now is that you won’t get “reel life” versions of a SEAL and a top gun — sorry, Mark Wahlberg and Tom Cruise. You will get “real life” versions of American heroes, specifically Brent Gleeson and Robert “Cujo” Teschner, both of whom have put their lives on the line for your freedom. These warriors went on to become successful businessmen and consultants, and when you sign up for the SuperShow, you’ll get a

Photos Courtesy of Brent Gleeson

of joining the Navy said he needed a partner to help him prepare for the infamous Basic Underwater Demolition/SEAL training course. In short order, they were lifting weights, swimming miles and running marathons.

Although he initially had no intention of joining the military, Gleeson became fascinated with the history and culture of the SEALs, as well as their hyper-focused mindset. His interest piqued, he shifted his own mindset to one that advocated living “a life of no regret and [not] being that guy who thought about doing that but didn’t.” After quitting his corporate job, he joined the Navy in 2000 with the aim of becoming a SEAL. Gleeson sailed through the 24-week-long BUD/S training.

Of the 250 people who started, only 23 graduated. In 2002, he joined SEAL Team 5, and by 2003, he began a series of deployments in Iraq. In addition to his 100-plus combat missions there, he engaged in numerous covert operations in Africa and other hot spots.

Gleeson’s plan was always to return to the business world once his military service ended. So after his discharge in 2004, he headed off to the University of San Diego, later graduating with a Master of Science degree in real estate. He also attended England’s Oxford University, where he studied English composition and criminal justice.

Brent Gleeson

Succeeding When he entered the business world, Gleeson attacked it like he was on a SEAL mission. He founded three companies that raked in the cash before he decided to share his military and business savvy with the world. When I chatted with him, I asked how the principles he conveys to Fortune 500 companies will apply to smaller businesses like those run by the martial artists who attend the Virtual SuperShow.

“One thing that I have found — and I have owned three companies, three start-ups that have experienced rapid growth into medium-size organizations — [is that] essentially a start-up starts up as a small business,” he said. “One thing that I’ve come to realize that I’ve spent time researching and writing about is that many of the challenges that small businesses face are the same as very large organizations.

“Whether you want to become a larger business or stay a small business, it’s still about laying those critical foundations when it comes to designing a culture that achieves a specific outcome. These challenges are similar regardless of the industry — from a martial arts school to an oil and gas company.”

Brent Gleeson

Authoring When he entered the business world, Gleeson attacked it like he was on a SEAL mission. He founded three companies that raked in the cash before he decided to share his military and business savvy with the world.

When I mentioned his best-selling book Embrace the Suck: The Navy SEAL Way to an Extraordinary Life, Gleeson said that tidbits from it will be shared with attendees at the SuperShow.

“The book in its simplest form is about resilience, mental fortitude and bouncing back from adversity — it’s a self-help book,” he said. “The content of books that I saw out there is a lot of fluff, a lot of happy self-talk — [not] a lot of very actionable content. I wanted to lean more to the grittier side, more tough-love, in-your-face, how-we-develop-people-in-the-world-of-specialoperations [material].

“The first part of the book is about how we change pain and adversity into greater wisdom, greater enlightenment. You come across an obstacle in your personal [or] professional life and you sit down and reflect on the most arduous situations you’ve ever been in and the obstacle in front of you. In that moment, it might shrink into an insignificant barrier that you can easily overcome.

“I talk about temptation and putting better restraints on ourselves so that we can not only avoid temptation but also eliminate it from our lives by putting up better lane makers, better definitions of what we want out of this short life. I talk about discipline and accountability. Research shows that people who are more disciplined and hold themselves more accountable are happier and more fulfilled and may achieve more of the goals they set.

“I close the book with a chapter that is entitled ‘We Are All Going to Die, So Get Up Off Your Ass and Execute!’ — meaning we don’t really know when this short life is going to come to an end. Basically, I call it your own personal exit strategy, if you will, JULY/AUGUST 2021 29

defining what winning looks like for your own personal life and working backward from there.”

Brent Gleeson

Believing

tion based on what we can control and then deprioritize what we can’t. In the article, he wrote that when business slows down, it’s time to concentrate on planning, human resources, strategy and other aspects that might have been pushed aside.

“Now is the time to focus on the brand, focus on marketing — getting word out about what the business does,” he said. “Research shows, especially back in 2008 when the housing market imploded and the recession soon followed, that businesses large or small that focused on their brand, focused on content generation and focused on marketing came out stronger with greater market share than competitors who didn’t.”

I wondered if Gleeson had any last words of advice for school owners who attend the Virtual SuperShow. “Don’t just ‘wander around,’” he said. “Go in with a plan as to what is going to impact your business the most, a plan with your top three goals of what you want to walk away with, goals that are actionable. What key learnings can you extract that can move the needle on your business [so heads you get] a return on your investment?”

For the past five years, Gleeson has written for Forbes magazine.

In a recent column, he outlined the merits of having core values in an organization. I asked why core values are so important and what steps can be taken to ensure they’re embraced by all members of a team.

“If high-performing business organizations, sports teams and even the world of special operations have manifestos of core values, why would we not have that for ourselves or our families?” he replied. “When you think about guiding principles and core values and what those supporting behaviors are, you can drill down into how [to] hold yourself accountable. Core values also help Teschner you make better decisions and define what you are willing to do and what you are absolutely an international not willing to do.”

Robert Teschner consulting firm When it comes to key steps, he noted that core values have to be authentic. “The way called VMax Group, Teschner heads an international consulting those values become authentic, there are a couple of things,” he said. “One is that hopefirm called VMax Group, which teaches busiwhich teaches fully anybody who is a leader of people in a nesses how to thrive by cultivating accountbusinesses how to able leadership and team spirit. The father of company, team or organization lives by those values on and off the battlefield. [A second] five currently lives in St. Louis but grew up in thrive by cultivating an Air Force family that was stationed around way is to deeply ingrain them in your culture by talking about them all the time — from how the world. accountable you [hire] new talent to how you develop your Regarding his background, Teschner said his leadership and people, how you recognize and reward achievelife changed when he watched Top Gun on a ment in your organization, how you use those military base with a bunch of F-4 and F-16 pilots. team spirit. values in a coaching moment — when you are By the time the end credits rolled, he’d realized mentoring others.” that this was what he wanted to do. One could In Embrace the Suck, Gleeson points out that the most resilargue, however, that his family’s military roots might have had ient people often help others when they need to relieve stress something to do with his calling. and boost their efficacy. Gleeson himself has helped raise milHis grandfather trained as a fighter pilot in World War II, and lions of dollars for the SEAL Family Foundation, which prompted his father served in Vietnam and won the Bronze Star for, as me to ask if all martial artists should be doing such things durTeschner put it, “volunteering to be in the backseat of anything ing these unprecedented times. that flew in harm’s way — because he didn’t fly himself.” His “Research shows that altruism and giving back can be powerfather, originally an Air Force intelligence officer, later went to ful for overcoming your most personal struggles with anxiety, law school and became a judge advocate general. depression and post-traumatic stress,” he said. “When we make When Teschner graduated from high school, the Air Force was it about someone else, something else or a cause greater than cutting back, and that caused him to conclude that the U.S. Air ourselves, we stop wallowing in our own misery. Not to make Force Academy would be his best bet for becoming a fighter giving back seem like a selfish endeavor, [but] that type of bepilot. After four years of what he calls “outstanding leaderhavior is deeply rewarding [and] deeply healing. And you discover ship training,” he graduated near the top of his class with an that someone else has always got it worse than you do.” advanced degree in operational art and science, as well as one in That led us to the COVID pandemic and a recent article in which national security strategy. he mentions a popular SEAL saying: Calm is contagious. He said He commenced active duty in 1995 as a second lieutenant and this means that in times of crisis, we should develop a plan of acbegan his pilot training in Wichita Falls, Texas. He graduated 30 MASUCCESS

Photo Courtesy of Robert Teschner

Helping

Photo Courtesy of Robert Teschner

Robert Teschner

first in his class, which gave him the chance to select the aircraft he would fly. He chose the F-15C, a tried-and-true design that focuses on air superiority.

His career saw him log nearly 2,000 hours of flight time with service in Iraq in support of the United Nations. He also provided air support for troops and bombers engaged in various missions.

Teschner attended the U.S. Air Force Weapons School at Nellis Air Force Base, Nevada, as a student, then became an instructor there. Before he retired as a full colonel, he was diagnosed with colorectal cancer. It came as a complete surprise because a month earlier, he’d been cleared to fly F-22 Raptors.

The diagnosis led to a number of surgeries, removal of his lower colon and years of recovery. He attributes his survival to the training he received in the military, which prepared him to

maintain a strong attitude, to win no matter what and to do whatever needs to be done.

Robert Teschner

Writing After retiring from the military, he used his experience to launch a company and write a best-selling book titled Debrief to Win: How America’s Top Guns Practice Accountable Leadership … and How You Can, Too! Teschner’s “accountable leadership” and “debrief” process avoids wasting time by having teams focus on things that truly matter. This enables them to figure out how to duplicate success the next time and avoid making the same mistakes. He JULY/AUGUST 2021 31

Robert Teschner

Surviving Teschner said he draws on his bout with cancer to convey advice for the tough times in which we live: “I did a talk recently for a cancer benefit, and they asked me to use one word to describe my journey with cancer. I said the way I view it is as a war. That has two immediate implications.

“Number one, in a war, we don’t win all battles. So the key for your side in a war is to bounce back after a loss, knowing that it is a succession of many battles and their victories that will ultimately lead to victory. So you may not do well today, but you can if pick yourself up and bounce back tomorrow.”

The second implication is that no one goes into battle alone, he said. “I’ve always been part of a team. And for those who feel they are by themselves, it’s a natural feeling — but they’re not. The pandemic is an example because it has put us on a wartime footing no matter where we are on the planet. As much as we have been isolated, we have to seek more than normal to build our teams. That is the choice with cancer, other challenges in life and the pandemic.”

Brent Gleeson and Robert Teschner

Further Learning If you wish to learn more of the wisdom these two warriorscholars routinely share with clients, make plans to be part of the 2021 Virtual SuperShow. As worthy of attention as their keynotes are sure to be, these accomplished veterans are just the tip of the iceberg that is the SuperShow. For more information on the other nine-tenths, visit masupershow.com.

Perry William Kelly has a sixth-degree black belt in jiu-jitsu and is an instructor in four other martial arts. He’s the former national coordinator for use of force for the Correctional Service of Canada. In 2017 he was a karate gold medalist at the World Police and Fire Games, and in 2018 he received the Joe Lewis Eternal Warrior Award. His website is perrywkelly.com.

If you wish to learn more of the wisdom these two warrior-scholars routinely share with clients, make plans to be part of the 2021 Virtual SuperShow.

32 MASUCCESS

hner Robert Tesc

Brent Gleeson

Left Photo Courtesy of Robert Teschner, Right Photo Courtesy of Brent Gleeson

said businesses can benefit because his program accelerates the learning of new hires and gets them “mission ready” more quickly. He noted that a meta-analysis conducted by Tannenbaum and Cerasoli found that if companies follow his process, individual and team performance improves an average of 20 to 25 percent.

I asked how he plans to present his process to the SuperShow audience. “If you study teamwork, you quickly find out that accountability is absolutely essential to teamwork done well,” he said. “Every one of these small [martial arts] businesses has a small team that they are harnessing to go forward. That teamwork requires accountability … regardless of the size of the team.”

Teschner said he has other intel in store for school owners at the Virtual SuperShow. “I will touch on what I learned from the very first days at the Air Force Academy: Teamwork is a fullcontact sport that we have to take seriously, prepare for, think about [and] organize to do. It doesn’t just happen. You can’t just bring a bunch of people in a room and tell them, ‘Go get ’em!’

“From there, I will discuss what accountability does for us and that it is not about making people feel bad or feeling blamed or shamed for having done something wrong. Really, it’s about bringing out the best of our team members — looking for tomorrow as being better than today was, celebrating the micro-victories even in the midst of a failure and learning constantly.”

I wondered if his debrief process required any tweaking during the pandemic. “The only thing that I have noticed in coaching clients is that if you are meeting in person and wearing masks, it is hard for folks to know, ‘Hey, am I getting across to you?’”

It’s tough to gauge whether you’re getting through to others without being able to see anything except their eyes, he added. “It may be confusing for people to understand what the real tone is. And tone is important for every member of the team, especially if we are dissecting a failure, so the mood remains positive and upbeat. This is easily mitigated by transitioning to virtual.”

Left Photo Courtesy of Robert Teschner, Right Photo Courtesy of Brent Gleeson

GAMENESS.COM

© 2020 Gameness. #19911

BLACK BELT LEADERSHIP

Don’t Overdo It

BY NGUYEN “TOM” GRIGGS

“Leading others means constantly listening and being proactively attentive. When people aren’t being heard, it’s a major source of angst and frustration for them.”

S

omething that many leaders — and people in general — deal with regularly is the urge to overdo certain aspects of their jobs. We all know someone who was given a chance to run things and let it go to his or her head, or the person simply did too much to try to impress the boss. Here’s an example.

When I was in fourth grade, we had a substitute teacher. She was a regular substitute at our school and was known for being tough. Many students saw her as someone who tried too hard and was out to prove something. Those personality traits made her stubborn and unwilling to understand other perspectives.

One day when she was subbing in our class, she was her usual overcompensating self. In the class was a student who stuttered. She called on him to answer a question, and he was silent. She became irate and then berated him.

When he remained silent, she took things to another level and demanded that he go to the chalkboard to answer her question in writing — and then explain his answer. The student walked to the board and provided the correct answer but was too petrified to verbalize it.

Anyone who has experience with stuttering knows that it can be a mixture of physical and psychological issues. But emotions such as fear and panic can make speaking nearly impossible. I vividly recall this moment because the substitute decided to make an example of the young man. She treated him as if he was being insolent and churlish when he actually suffered from a real speech impediment.

If the teacher had listened to the other students in the class, she would have known that he had a stuttering problem. Instead, she got angrier and began handing out conduct notices to the various students who kept trying to tell her. Things subsided only when the vice principal happened to walk by and hear the commotion, after which he intervened.

Several students told the vice principal how the substitute was behaving. He asked the student if

what the other students were saying was true, and after several attempts, the student said yes. The vice principal then took the substitute outside, and when he returned, he ran the class for the rest of the day.

I don’t recall seeing that substitute at my school afterward. But what I remember even now is how a quiet student was humiliated and dehumanized in front of his classmates. While the story is upsetting, it does illustrate two points that pertain to our business.

First, we must never ignore the people we serve and never silence them when they try to speak.

The substitute wouldn’t listen to the students regarding the young man’s stuttering problem. She wanted to be a tough instructor who demanded compliance. When faced with perceived noncompliance, she became angrier and refused to listen to the other students, which resulted in more frustration. Leading others means constantly listening and being proactively attentive. When people aren’t being heard, it’s a major source of angst and frustration for them.

Second, we must not force our perspective on others. I can’t imagine how the parents of the boy felt when they learned about their son’s mistreatment by the teacher. Think about how the school administrators felt when they found out that the substitute had a reputation for being harsh and they still employed her. An essential part of leading others is giving them a chance to see things from our perspective. Creating instances of reflection and conversation provides opportunities for them to grow, which is what all good leaders want. It provides an opportunity for us to grow, as well.

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

IN THE CLASSROOM

9 Steps to Take Your School to the Next Level

BY DAVE KOVAR

“It’s hard to get somewhere if you don’t know where you’re going. Be clear on what you want for your school, your health, your staff and your student body.”

o say that the past year and a half has been interesting would be an understatement. Most of us never saw 2020 coming — at least, I didn’t.

I’m not going to lie: It’s been a challenging time for my school and me. But I’m proud to say that we’re emerging from it in pretty good shape. Thanks to the hard work of our amazing team, our loyal student body and a little help from the PPP, we’re coming back stronger than ever. In this column, I will share the nine steps we used to keep our momentum going in case your business needs a boost.

T

1. Acknowledge and accept where you are.

You can love your current situation or you can hate it, but that doesn’t change the fact that you are where you are. It’s a waste of time to try to wish it away. The sooner you acknowledge and accept where you are, the sooner you can start taking steps to get where you want to go.

2. Cultivate the belief that your best years are still ahead of you.

Too often, when things are challenging, our minds drift to back-in-the-day stories of when life was “perfect.” In reality, that time probably wasn’t as perfect or easy as you remember. Sometimes, our brains have a way of filtering out bad memories.

Cultivating the belief that your best years are still ahead sets you on a more successful trajectory than does staying mired in the past.

3. Create a vision and visit it often.

It’s hard to get somewhere if you don’t know where you’re going. Be clear on what you want for your school, your health, your staff and your student body.

This will help you know where to focus your attention.

4. Manage your time wisely.

I know many well-meaning people who major in minor things. They run around day in and day out, doing unimportant things — then wonder why they can never get anything done. Remember that there’s a difference between being effective and being efficient. Being effective means you’re

36 MASUCCESS

doing the right things. Being efficient means you’re doing things right. Take the time to focus on the right things first, then focus on doing those things right.

5. Take purposeful action.

I’m not sure about you, but nothing feels better than relaxing at the end of a productive day. Sometimes, we wait for motivation before we are productive, but motivation follows action. If you want to get motivated, take purposeful action. Great stuff will begin to happen.

6. Stay the course.

How many people have I known who were incredibly intelligent, incredibly talented and incredibly hard-working but never got close to their potential? A lot. Chances are you have, too. The ability to stay the course, also known as perseverance, can never be underestimated.

7. Adjust when necessary.

Staying the course and continuing to do a task that’s no longer needed or has become irrelevant are two different things. Rarely do we get it right out of the gate. Just like every great coach, you will have to deviate from your game plan from time to time. Just remember to do it for the right reasons.

8. Value your relationships above all.

Very few people would argue with the notion that it’s better to have friends than enemies. If you have some time and want to be productive but you’re not sure what to do, reach out and connect with a staff member, student or friend. It’s the right thing to do, and when you’re there for the people in your world when they need you, chances are good they’ll be there for you when you need them.

9. Take great care of yourself.

Focusing on your health is not selfish. It’s the most important thing you can do for your family, your students and your community. Remember that the world needs you at your best. Try to give it to them.

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

Facebook Is Changing Forever — And You Had Better Be Ready!

by Cris Rodriguez

By

war of the digital worlds Apple and Facebook have been at odds for a decade, and Apple has decided to make the iPhone a battlefield in the war. Back in 2020, Apple announced that it would make privacy-enhancing changes to iOS 14, which will impact how Facebook receives and processes data.

To that end, in the spring of 2021, Apple will introduce the AppTrackingTransparency framework. This will be required by all apps — not just Facebook — and will include a prompt that pops up on your phone, asking if you prefer to “allow” tracking or “ask app not to track.” The expectation is that most people will opt out of tracking, which will have a significant impact on targeting and data gathering for marketers. Tim Cook, CEO of Apple, said: “Every day, billions of dollars change hands, and countless decisions are made, on the basis of our likes and dislikes, our friends and families, our relationships and conversations, our wishes and fears, our hopes and dreams. These scraps of data, each one harmless enough on its own, are carefully assembled, synthesized, traded and sold.”

It’s those scraps of data that we digital marketers need to help small-business owners prosper via online marketing.

Facebook CEO Mark Zuckerburg stated that these privacy changes will hurt the growth of “millions of businesses around the world.” I agree. Marketers thrive on data. We need it to help 40 MASUCCESS

us make better decisions. We cannot read our prospects’ minds, but we can read their actions. And when we have heaps of actions, we can adjust our marketing campaigns toward people who have a higher chance of converting — which ultimately leads to fewer wasted dollars.

I have a phrase that I repeat at least three times a week in my office: “Math is the path.” It means that every decision in our business should be based on the data. And with less data, coupled with a curtailed ability to track actions taken online, marketing will become much more difficult.

As advertisers, we have to understand that this is the direction the industry is headed as a whole — more privacy and less tracking. And there’s no way for Facebook to get around this. If the social media company tries, it risks having its app removed from Apple’s App Store.

I know what you’re probably thinking: Not everyone uses an iPhone. And you’re absolutely right. But the implications will extend beyond iOS users. Because of this update, Facebook is making major structural changes to its Facebook Ads Manager platform. So it truly will affect all of us.

direct impact Back in 2013, Facebook unveiled the Facebook pixel‚ which got a facelift in 2015 and again in 2017. Simply put, the Facebook pixel is a piece of JavaScript code that’s As advertisers, we have added to the backend of websites to understand that to track visitor activity. It’s ultithis is the direction the mately an analytics tool that helps industry is headed as a you measure and increase the whole — more privacy effectiveness of your advertising campaigns. It does this by reportand less tracking.

Photo Courtesy of Cris Rodriguez

s I was thinking of a title for this article, I tried not to be overly dramatic, but I’m standing by my statement that “Facebook is changing forever.” It’s certainly a big deal, but it shouldn’t come as a shocker — with any technology, the one thing you can count on is that nothing is going to stay the same for long.

My goal in writing this is that by the end of the article, you’ll understand what’s taking place, why it’s happening, how it will impact your advertising and, most important, why you need to prepare for it.

As I write this in late March 2021, there are still many unknowns surrounding Apple’s next iOS 14 update for the iPhone and iPad, so much so that even Facebook is unsure of the impact it will have. With that being said, I’ll be transparent about what I’m unsure of, as well. Until the “ATT prompt” goes live, there will be much speculation.

Although Facebook is changing forever and our strategies as marketers will change with it, we must remember what Charles Darwin said many moons ago: “It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is most adaptable to change.”

We made it through a pandemic and a presidential election in 2020; we can get through Zuckerberg and Cook’s little tiff, as well.

ing and analyzing the actions people take on your site. The pixel then uses this data to assign people to different target groups that you can engage with ads in the future.

You’ve probably experienced the power of the pixel even if you didn’t know it. Have you ever been to a website and then hopped on Facebook — and as you scroll, you see an ad from the same business whose website you were just on? That’s the Facebook pixel hard at work. It has the ability to follow you around the internet.

The Facebook pixel is a digital marketer’s most powerful tool — and it’s about to get hit with a heavy dose of kryptonite.

After the update, if a user opts out of tracking, the pixel no longer will be able to follow that user around the web. The entire “retargeting and remarketing” game will take a big hit and, as a result, we’ll have access to less data, smaller audiences and reduced optimization.

At the end of the day, Facebook needs volume to properly optimize your business’ ad campaigns, and with less data being sent, optimization is less likely to be effective.

There are a few more techy changes that will occur — such as attribution, event ranking and aggravated event measurement — and they will have direct and indirect impacts on how you advertise in Facebook Ads Manager. If you want to put on your nerd glasses, check out the next section. Otherwise, skip it and jump to the action steps listed in Technique vs. Strategy.

Attribution: To account for less data, Facebook is changing the way it reports its attribution. Simply put, attribution is how Facebook links a conversion to a specific ad. Ultimately, the change will mean fewer conversions are reported, which can make it look like your ads aren’t converting as well.

Photo Courtesy of Cris Rodriguez

Event Ranking: One of the major changes occurring to Facebook ads is that you’ll be able to optimize only for eight events per domain, and now domain verification will be required to set up events.

These event conversions are leveraged when you run conversion objective campaigns.

Aggregated Event Measurement: Apple originally created a “solution” for web tracking after someone opts out. The company dubbed it Private Click Measurement. PCM significantly restricts the data that can be shared, so Facebook instead will use its own solution: Aggregated Event Measurement. AEM will apply to iOS 14 opted-out users and will allow crossdomain measurement and app-to-web conversions.

Enough with the tech talk! Let’s get into the action steps you need to take to prepare for the iOS update.

technique vs. strategy

As a third-degree black belt in taekwondo and a first degree in Brazilian jiu-jitsu, I’ve been fortunate to learn the importance of not only having great technique, both on the feet and on the ground, but also having a strategy to implement the techniques to allow for a successful sparring round. As my instructor says, “Strategy trumps technique every day of the week and twice on Sunday.”

There are many similarities between technique and strategy on the mat and in the digital-marketing game. You can know every single armbar, leg lock, choke, sweep and escape, but if you don’t have a strategy to successfully implement them, it will be difficult to defend yourself on the ground. The most effective mat players are the ones who have both technique and strategy.

It’s the same with digital marketing.

Hop on YouTube or Google, and within seconds, you’ll be able to find “free advice” on how to run ads. (The dangerous part of this is you need to know whether the person you’re listening to is actually the real deal). Pretty much anyone can learn the technical button-pushing aspects of launching ads. Facebook even has a free course called The Facebook Blueprint. But the strategy — that takes real digital-world experience.

Now that you understand what’s going on between Facebook and Apple, we’ll dive into what techniques you can implement to prepare your business to overcome these changes. And then we’ll unpack the strategies you should take action on to ensure that your social media marketing game continues to pay off.

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technical to-do’s

Step No. 1: Create Your Business Manager Facebook will require you to have your Business Manager set up if you want to continue running ads. The company has pushed advertisers to do so for the past few years, but with the iOS 14 update, they’re putting their foot down.

Many martial arts school owners who run their own ads (and some uninformed agencies) run their Facebook ads from their personal Facebook Ad Account. Besides the fact that this goes against what Facebook suggests, it also limits certain features that you can leverage such as custom audiences.

Creating a Business Manager is free. It requires only that you provide some basic business information. If you haven’t created yours yet, head to business.facebook.com and follow the prompts.

Step No. 2: Verify Your Domain This one is a little more difficult. Facebook will require you to verify that your domain is a real domain that you own. There are a couple of ways to do this.

First, go to your Business Manager. Click on Brand Safety and then Domains. You’ll need to add your domain if it’s not already listed.

Now, the techy part: You’ve got to update your DNS records.

If you use one of the industry-standard websites (like Market Muscles), they’ll help you through this. If you don’t, you’ll have to either update your DNS records inside your hosting platform or reach out to the company that hosts your site to have it done. It’s a pretty basic copy-and-paste job, but if you’re not familiar with updating DNS records, it can be harder than your black-belt pretest.

Now you must wait for your domain to be verified. This can take up to 72 hours. Next, if you work with an agency or have someone else running your ads, you’ll need to add them as a partner and give them asset access.

If everything you just read sounds like a different language, I get it. Sometimes in our business, the best question isn’t How 42 MASUCCESS

can I do this? It’s Who can do this for me? If you work with a third party like my Grow Pro Agency, someone will walk with you step by step to get this done.

Bonus! Step No. 3: Verify Your Business on Facebook While this isn’t required, I recommend that you verify your business inside your Business Manager. This can be done by heading to Settings. It will require you to upload some information, but it’s worth the effort.

strategies to implement Once you get the technical work done, it’s time to implement some digital-marketing strategies that will help you overcome the reduction in data that will be sent when you run ads. It seems as though actions that occur inside Facebook will still be tracked. The change will affect mostly third-party sites — which is actually great news.

Actions that people take inside Facebook — such as watching your videos, watching your Facebook Lives, engaging with your content and engaging with your events — will still be tracked so you can retarget those people with your ads. Knowing this, there are three steps you can take to ensure that you can continue to grow your audience inside Facebook and build awareness of your school.

Step No. 1: Go All-in on Your Video Marketing I’ve preached for years that posting video is essential. It’s the No. 1 type of consumed content online, and sadly it’s the one that most school owners neglect.

With smartphones having the ability to record videos that are near professional quality, all schools should be putting out video content each week. Whenever school owners tell me they’re uncomfortable on camera, I say, “Then you need to start practicing!” If it’s not going to be you, designate someone from your team to start creating video content.

Why is this so important? With the Facebook pixel losing a lot of its power in regard to retargeting, videos posted inside Facebook will not be affected. That means a strategy that remains viable when running Facebook ads involves creating audiences of people who watch a certain percentage of your videos. With the audiences you create, you can show those people your ads.

Facebook Lives are another great option you have in regard to video marketing. They receive more reach and are one of the best free digital-marketing strategies out there.

In a nutshell, here’s the truth about video content: No content = no click No click = no lead No lead = no sale If you want to stand out in the public’s increasingly cluttered newsfeed, the key is video content.

Step No. 2: Prioritize Quality and Boost Your Best Posts They say that content is king. I say that promoted content is queen.

Here’s the thing about taking time to create content: Facebook has become a pay-to-play platform, so it’s not the best content that wins; it’s the best promoted content that wins.

Take a look at the engagement (likes, loves, comments, shares, etc.) of your posts nowadays and compare that to your posts in 2019. Notice anything? More than likely, a few years ago, you had a lot more engagement than you do now. It’s a fact that reach (the number of people who see your posts) has plummeted over the years. The average now is about 5.8 percent of your following.

Imagine investing your time to create a great video that highlights your life-skills program and finding out that it was shown to just 5.8 percent of the people who follow you. That’s pretty disheartening.

Because there are more people on Facebook than ever, more businesses than ever and more advertisers than ever, it becomes a supply-and-demand issue. Facebook can choose which content it puts in front of its users, and because it’s headstrong about putting “community first,” your business posts are relegated to the backburner.

What can you do to combat this? You’ve got to pay to play.

Normally, I don’t recommend boosting posts‚ but to get your content in front of your people, you need to start. The key element to understand when boosting posts is that it won’t turn into immediate purchases and signups. The purpose is to increase engagement. Once your posts and your page start getting more engagement, you can retarget those people with ads that feature a call to action. This allows you to fish out of a lake instead of fishing out of a pond.

An additional strategy you can implement is creating events.

It’s one of the easier things to do on the platform and is pretty much “fill in the blank.” Anytime you’re having an event in your school, whether it’s a Stranger Danger seminar, a women’s self-

defense clinic, a parents night out or a graduation ceremony, create an event. Once you do that, you can create an audience that engages with the event, an audience that says it’s interested.

Example: You have a graduation ceremony coming up and create a Facebook event. Now, little Johnny’s mom decides to share the event because Johnny is testing for his blue belt. All of the mom’s friends see the event, and they like it and comment on it to wish him luck. Because they engaged with your event, you can put them into an audience composed of people you can retarget and show an ad to.

To modify the equations I listed above: Content = clicks Clicks = leads Leads = sales Step No. 3: Build Your Email List At the end of the day, your email list is one of the few digital assets you actually own. That’s why you need to consistently build your list of names, phone numbers and email addresses of people in your community who are interested in your academy.

Email is personal and highly targeted, and it’s not going anywhere anytime soon. With a kick-butt retargeting game plan, email can consistently convert recipients into students.

conclusion All these recommendations might seem overwhelming — which I completely understand. But what’s the best way to eat an elephant? One bite at a time! Here are your one-step-at-a-time action items.

Start with the technical settings: Step 1 — Create a Facebook Business Manager.

Step 2 — Verify your domain.

Step 3 — Verify your business.

Then implement your content strategy: Step 1 — Video is essential.

Step 2 — The best promoted content wins.

Step 3 — Always grow your email list.

Remember what I said about the best question in business: Often it’s not How can I do this?; it’s Who can do this for me?

If you need help with any of the processes mentioned in this article, I’ll be happy to offer a complimentary one-on-one coaching call through our Connect With a Coach online calendar. Visit maiahub.com for more information.

Cris Rodriguez has a black belt in Brazilian jiu-jitsu and a third degree in taekwondo. The co-owner of Gracie PAC MMA, she has 25 years of experience in the martial arts and 18 years of experience as a teacher. Based in Tampa, Florida, Rodriguez has studied internet marketing for eight years and is the founder of Grow Pro Agency, a digital-marketing firm that runs Facebook and Instagram ads for martial arts school owners.

JULY/AUGUST 2021 43

HOW ONE SCHOOL DID IT — EVEN THROUGH THE PANDEMIC!

by Tu Le

I

The answer to this question became the ultimate foundation of our new business plan, and that foundation proved even more essential when COVID hit in 2020.

We didn’t know it at the time, but some of the decisions that we made back in 2018 — along with some good luck that we stumbled upon along the way — allowed us not only to survive during the pandemic but also to thrive. We had a record year in 2020.

THE NEW BUSINESS PLAN 1. Simplify membership offerings.

2. Fully digitize and automate the registration process for new and current members.

3. Maximize mat space. No offices, no front desk.

4. Outsource all strategic operational planning, marketing, staff recruiting, bookkeeping, equipment ordering and administrative tasks.

This plan allows our on-site operator to focus 100 percent of his time and energy on executing martial arts programs, organizing events and providing the best customer service to the students and their families.

This also allows us to keep to a 45-hour work week for the operator so he is more effective and does not experience burnout. We believe that “we work to live, not live to work,” and this set schedule really allows our operator to have a life outside the studio.

The key to realizing these goals, and achieving profitability for this particular “one-man-show,” was finding the best possible

Photos Courtesy of InCourage Martial Arts

n May 2018, my team at InCourage Martial Arts and I were preparing to open a brand-new martial arts studio in Fairfax, Virginia.

This studio was going to be in a new location, starting completely from scratch with no existing students.

On top of that, as the owner, I would be off-site. We would need someone to handle the onsite operations.

Considering all these factors, I concluded that resources were limited and costs needed to be kept as low as possible.

The existing business model in most martial arts studios requires both a program director and an instructor to keep things running smoothly. For this new studio, however, our goal was to do it with just one full-time staff member.

Of course, running anything with just one person (at least, one full-time person) is challenging because there are so many things that need to be done: marketing for new students, keeping current students, coming up with fun and engaging class plans, recruiting and hiring part-time staff, designing operations for afterschool and camp programs, planning and then marketing special events, etc. — all while teaching great classes and providing great customer service.

Realizing that there was no possible way all this could be done effectively by one person, our management team at InCourage Martial Arts considered a very important question: What are the essential tasks that must be done by the operator, and what can be outsourced?

46 MASUCCESS

Photos Courtesy of InCourage Martial Arts

tools to help run the studio without adding any work or incurring any high costs.

OUR SIMPLE MEMBERSHIP OFFERING Time on our mats is what students are paying for. We got rid of our leadership programs, weapons programs and tournament team — pretty much anything that needed an explanation — and came up with a simple, basic set of plans that all our incoming students could understand: 1 class per week: $125/month 2 classes per week: $175/month 3 classes per week: $199/month All these programs have a 14-day cancellation policy. No further explanations are needed, no hard sales pitch is required and the members can choose for themselves what fits their budget and time. Easy.

FULLY DIGITIZE AND AUTOMATE THE REGISTRATION PROCESS (WWW.MYSTUDIO.IO) Every single trial, membership, event registration and retail order for the Fairfax InCourage Martial Arts location has been purchased by the members online, at their convenience (through a URL, the studio’s website, the MyStudio app or the point-of-sale iPad kiosk in the studio), and no physical paperwork or contracts have been made since we opened the doors to this studio.

This brand-new school became accessible to everyone, 24/7,

no matter where they were. Our team has never had to spend any of its precious time in long enrollment appointments.

Instead of using many disjointed software platforms, we have been able to run the school with just one — MyStudio — which costs $79 for a website, member app and student-management platform. The platform saved not only costs on technology but also costs on payroll because customers could serve themselves and purchase anything, anytime, anywhere. No one needed to help them.

Once word-of-mouth began to spread and more and more students started to join, this 24/7 access allowed everyone to register quickly and easily for new trials, classes, memberships, events and camps. We literally were making money while we slept.

In addition to automating the registration process, we also automated the following essential communications (via email and text) and management tasks through the MyStudio platform: • Welcome and educational communications for new trials • Membership-enrollment details after a trial attends four classes with us • Automated referral-ask after a trial registers for a membership • Belt-graduation scheduling when a student meets attendance and skill requirements • Website updates with the latest offerings, sales and information because it’s directly connected to our member app and management system

JULY/AUGUST 2021 47

Part of working smarter is having the courage to admit that you can’t always do everything alone and it’s OK to rely on others — whether that’s real people or software.

MAXIMIZE MAT SPACE: NO OFFICES, NO FRONT DESK Since we already knew that all the registrations were going to be done by the members wherever they were and at whatever time was convenient for them, we did not need an office or a front desk for our new school.

We designed the space to be fully open and bright, with plenty of seating for parents and one wall where we would have our iPad point-of-sale kiosk, our advertisement flyers and a coffee/water station.

Not only was this easier to design and build but it also saved us more than 50 percent in buildout costs compared to a more traditional martial arts school design. Our total buildout cost was $22,000 — a very modest amount in our metropolitan area.

OUTSOURCE ALL OPERATIONAL PLANNING AND MARKETING The instructor the InCourage management team chose to lead the onsite operations of this new school was an extremely talented martial artist and teacher. We did not want him to worry about all the details of creating new games for the students to play, planning new special events, making monthly class plans and themes, and generating afterschool or camp operations plans.

Q&A WITH TAY Can you tell us about when you started with InCourage Martial Arts? What was your background before InCourage?

I was born and raised in South Korea, and I was part of a competitive taekwondo athlete team, specializing in sparring, all throughout my school years.

In 2009, I immigrated to the United States with the hope of becoming an international taekwondo educator. I worked with

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Additionally, we wanted to outsource the time-consuming tasks of recruiting staff, calling suppliers when we ran out of uniforms or T-shirts, and managing vendors that service the studios — because these were not our top priorities, either.

All these tasks are now handled by the management team at InCourage Systems (www.incouragesystems.com), and our main operator can simply focus on the actual day-to-day operations and running the generated plans in the most awesome way possible.

Of course, it’s important to remember the axiom “work smarter, not harder” if you want to run a successful business — especially with limited team members and resources.

Part of working smarter is having the courage to admit that you can’t always do everything alone and it’s OK to rely on others — whether that’s real people or software.

By keeping costs extremely low, delegating management tasks, outsourcing planning material and utilizing software that can do much of the heavy lifting, our InCourage Fairfax studio grew extremely quickly — even in the middle of a worldwide pandemic.

The success of the studio also proved to us that not only was it possible to operate a brand-new school with a one-man team using MyStudio but it also was possible to be prosperous with it.

Since then, InCourage has opened two more schools, for a total of five studios in 2021.

But you don’t have to just take my word for it. I also think that it’s best to see it from the viewpoint of our operator, who has been our partner at InCourage Fairfax since the start. Below is a Q&A session with Master Taehwan “Tay” An, the one full-time team member at the InCourage Fairfax school.

different studios in Ohio and Virginia before I joined InCourage Martial Arts in 2018.

How did you feel when you were tapped to be the lead instructor at a new InCourage location? Did you feel prepared? How long had you been with InCourage?

I was offered the job just six months after I joined InCourage.

It was a very exciting opportunity for me, and I was ready to jump in! Not only did I have strong confidence in my teaching skills and experience, but I also trusted that the InCourage team would support me whenever I needed it.

What do you think are some of the “keys to your success” at InCourage Fairfax?

Referrals from members has been a big one for us. As a new location, word of mouth was our most effective advertisement so every special event — like birthday parties and PTA fundraiser events — allows members to bring their friends and have fun together.

Keeping our members happy made them eager to refer us.

Combine that with the MyStudio app and system that lets anyone sign up anytime, and this lets us scale quickly with little legwork.

A big key factor for those happy members has also been all the monthly themes that InCourage Systems provides to us — like the holidays, famous books, movies, and even video games!

The kids are always super excited to see the new decorations every month, and the class lesson plans are integrated with stories and characters. It makes everything so much more fun!

How have you been able to increase revenue year over year from 2019 to 2020 and now to 2021?

First, it’s critical to understand the wants and needs of the community that you serve. If we wanted to make a profit, we needed to keep our community in mind no matter what.

We started the studio thinking we would have as our main revenue drivers our traditional martial arts program, a big afterschool offering and summer camps. We were right about two of them, but we found out we needed to change our assumptions around afterschool when we learned about the actual needs of our community.

For example, the public schools near us get out relatively late, so it didn’t make sense for us to run a big afterschool program because there just isn’t time.

Because of this, we renovated our school to have a smaller activity room and added extra workout space so we could have two different evening classes at the same time. This allowed us to expand capacity and grow revenues where the demand was — for traditional martial arts and summer camps, allowing us to continue to grow membership year over year.

In 2020, COVID-19 hit hard. Students no longer went to school or really anywhere in person, and we had to adapt to the changes based on our community and our members’ needs.

We’re located in the metropolitan Washington D.C. area, so there are a lot of working parents. If these parents needed to work from home or go to work in-person, then they needed a program where children could maximize their learning experience during the new virtual school day.

Knowing all this, we started a distance-learning camp for our members, and we truly made the best of our situation — and made great revenue, as well!

Being flexible and meeting the real needs of the community have been key to our growth and survival as a business.

How is InCourage Fairfax set up? Do you feel the need for an office? What technology products do you use?

InCourage Fairfax is very open with two workout floors, an activity room and a lobby — all with very few walls. The front windows are also wide and clear, making the studio more welcoming and inviting to people who pass by because they can easily see us.

Not having a dedicated office has worked out great for us, as it gives a more welcoming space for members. We just have a couple of iPads set up so students can register for trials and memberships or put in a request for more information.

For making payments, signing up, asking about attendance, hours and all the other questions, the members just use the MyStudio app on their preferred devices, so that makes it easy!

How are you able to manage a school without any other full-time employees?

First, I have to admit that I cannot do this alone. There are so many big and little tasks needed to run the entire studio.

Most of the planning for our programs, events, parties, themes and everything is done by our InCourage Systems team, and this helps me tremendously. My job then becomes delegating the remaining tasks to myself and our small team — and to make sure that we execute it well.

With those other responsibilities off my shoulders, I can focus on running the classes and everything really well.

For information about the software InCourage uses, visit www.mystudio.io. For more information about the InCourage Systems team and their offerings for other studios, visit www.incouragesystems.com.

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How to Start Growing Your Student Body Before You Officially Open Your School

by Justin Lee Ford Photos by Cody Shipman

Back in 2019,

a successful executive who wanted to do something new in life decided to invest in a franchise. Having coached his son’s soccer team in his younger years, he knew that athletic activities are great for communities and families, as well as worthy endeavors in which to invest. His search for the right franchise and his interest in improving the community through athletics eventually took him to Premier Martial Arts.

If case you haven’t heard, Premier Martial Arts is a franchise with more than 100 locations. Founded in 1998 by Black Belt Hall of Famer Barry Van Over, Premier has grown rapidly in recent years and now spans the United States and Canada and extends into England.

When the executive met with Premier, he saw it as an opportunity not only to be part of a successful franchise but also to spread the benefits of enhanced focus and improved self-confidence while fostering self-defense skill at the local level.

Of course, you and I already know about those benefits. It’s not an exaggeration to say that what we do saves lives. Adults 52 MASUCCESS

learn skills that enable them to stop criminal attacks, and kids learn how to cultivate healthy habits at home and improve their focus and discipline at school. With this opportunity, however, comes a great responsibility. Sometimes, we’re taking broken people and repairing them. We’re putting the polish back on those who feel like they lack luster. We give them immediate results and show them what they’re capable of in the future, then provide a means for them to continue to improve. That’s part of the job of a martial arts teacher.

At the end of 2019, I crossed paths with the executive. He said he’d reached out to Premier Martial Arts and decided to buy in. He had plans for two locations and asked me to head the 1,800-square-foot facility that was coming to Decatur, Georgia.

Previously, I worked as head instructor at a martial arts studio that had operated for three decades. From that experience, I learned many lessons about building ties with the community, as well as countless lessons about teaching. Seeing this as an opportunity to grow while giving back, I accepted the offer to open and then run the school.

Prosperity Despite a Pandemic Because of delays brought on by the pandemic and the time required to launch any business, we did not start introducing ourselves to the public until October 2020. We knew we had a goldmine of a location — it was attached to an apartment complex and a local transit station — but we realized we still had work to do. The last thing we wanted was to be ill-equipped to deal with surging interest from the public. You get only one chance to make a first impression, and botching it can lead to a negative reputation that spreads like a disease.

Action Item: The months before you open are when you should focus on building brand awareness in your area. Of course, you want to get leads calling you and, even better, walking in your door — even if you’re not fully operational. Our No. 1 lead source during this

phase was digital marketing, which is not surprising because so many people have upped their phone usage during the pandemic.

To maximize public interest in your new studio at this particular time in history, you need to communicate the efforts you’re taking to promote safety and hygiene. The martial arts industry has adopted numerous COVID precautions, so you should let the public know that you’re complying. New students and their families need to feel that your school will provide a safe environment in which to grow.

Because of our strategic location and our targeted marketing, we were fortunate to have leads pour in. We decided to amp up interest in our school by asking for referrals from each new member. In this way, those students not only could be the first people to train at a brand-new facility but also could invite their friends to take advantage of the opportunity with them.

To maximize public interest in your new studio at this particular time in history, you need to communicate the efforts you’re taking to promote safety and hygiene.

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Action Item: It’s important to remember the life cycle of a student’s excitement. Interest runs particularly high at two times: when the student signs up and when he or she advances in the curriculum. As such, these are the best moments to ask for referrals — and suggest upgrades and mention merchandise sales.

Avoid pressuring the student, though. The better the impression you make during the early days, the more likely the student will be to oblige.

If you ask for a referral and the student’s friend or a family member enrolls, there are many incentives and rewards you can provide. If you’re not officially open and revenue isn’t flowing in, perhaps you won’t be able to offer a massive incentive for referrals — but fear not. Instead, emphasize the benefits that come when a student has a training partner in his or her class.

A parent who trains can help a child learn at home and better understand the lessons that are imparted on the mat. A school friend who trains can be a familiar face in a new environment, which makes everything more fun.

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Such connections are incredibly powerful. However, there are at least two other interpersonal dynamics that are essential for your new school to foster so you can have a successful opening.

The Dojo Dynamic Take a moment to envision what success looks like for you. Does it involve having a studio with high-performing students? Making an impact on your community? Becoming financially secure while doing what you love?

It’s likely that your vision encompasses all these. Regardless of what it looks like, it must focus on the students who come through your door now. You can have the most comprehensive curriculum and be the most pedagogically advanced teacher, yet this means naught if students aren’t showing up and tuition payments aren’t being made. Opening and then building a successful studio isn’t a solo mission; it requires that the proper relations be built — in a meaningful way.

Charisma and connections are the social currency on which humans rely. Cultivating a high level of trust, rapport and interest is instrumental to succeeding in any business. Never forget that we are a service-based industry. Without our connections to the local people, we are unable to sell memberships or pass on the benefits of the martial arts.

Action Item: During your presale phase, focus on nurturing student-student connections, which is the dynamic that students have with one another. You also should nurture staff-student connections, which refers to the dynamic between students and teachers.

To quote a friend, “It’s easy to quit a membership; it’s difficult to quit a relationship.” There’s a reason so many memberships in fitness facilities expire after hardly any usage while many personal relationships go on longer than they perhaps should.

As wonderful as it is to build strong connections between students, it’s difficult to do this in meaningful ways prior to the start of classes. One way is to start a Facebook group exclusively for members. Or you can organize an event outside your aboutto-open studio. Events that create shared experiences, such as parents-night-out occasions and leadership-team meetings, can be a superb way to build camaraderie.

Action Item: If your classes haven’t begun yet, your students are unlikely to have seen each other in person much, if at all.

However, they will have met you and your team. As part of

an industry that relies on members’ recurring attendance and interest, you know that having the proper relationship with students and their families is fundamental. From the moment you speak with them on the phone as a lead to the minute they come in to enroll as a member, you need to constantly work to develop a connection.

They’re coming to you because they desire a skill, attribute or opportunity that the martial arts can provide. You must convince them that you’re the best person to give it to them. This starts with communication regarding who you are and what your business does. Discuss with your team what your core values are: honesty, trust, community, leadership and so on. Once everyone knows the mission, it can be communicated more clearly to prospects whether on the phone or in person at an event.

The Personal Connection Time for a little backstory: Growing up, I always wanted to impact lives. My grandparents ran a foster home, and over the years, they took care of 150 kids. I always found that inspirational. When I was in my early 20s, I traveled to China to receive my first dose of overseas training. One of the centers I visited was the largest martial arts academy in China: the Shaolin Tagou Wushu School. Located in Henan province, it houses thousands of students and has sent them to perform in numerous events, including the 2008 Olympics.

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Seeing these students in action reinforced the notion of how far-reaching the impact of the martial arts can be. I knew I wanted to aid as many people as possible through the power of the arts. My goal wasn’t to change the world; it was to change somebody’s world. If one person trains for even a month or if a sibling overhears a mat chat about self-discipline and now feels accountable for his or her home chores, I’m happy. I don’t say this to craft an American Idol–worthy backstory. I say it to communicate the concept that we instructors have a powerful purpose.

Action Item: Especially in your school’s early days, don’t be afraid to communicate your reasons for doing what you do. The clearer the image you paint of who you are, the more trustworthy your business becomes. It’s hard for human eyes to trust a chameleon that never reveals itself.

Anyone who’s been in a relationship, however, will tell you 56 MASUCCESS

that communication is one thing and comprehension is another.

Just because I say “Ni hao!” to you doesn’t mean you’ll understand what I’m trying to communicate. We instructors must ensure that our interpersonal skills are sufficiently developed to help those around us comprehend our words and intentions.

Did you grow up with a PE teacher you hated? Perhaps you disliked him all the more because you thought he disliked you.

People aren’t attracted to others who are like them; people are attracted to others who simply like them. Develop a genuine interest in people and they will gather around you. Take care of your students first, and this will lead them to take care of you.

Action Item: In dealing with new students, strive to eradicate “perceived indifference.” The term refers to students’ beliefs that their instructor doesn’t like them. As an instructor, you know how silly this sounds, but it can seem real to some people.

When you speak with students and their families, smile

Remember that you’re crafting the environment in which your clients will grow. Every action you take and every word you speak help create your school’s culture.

whenever it’s appropriate. Use earnest praise and constructive feedback. Allow your positive energy to permeate the studio even if it’s not open yet. Something as simple as memorizing a person’s name and saying it at least three times during his or her consultation and initial training sessions will go far.

Remember that you’re crafting the environment in which your clients will grow. Every action you take and every word you speak help create your school’s culture. Ensure that it’s a place students want to come back to and staff members never want to leave.

To develop such a dynamic, there are several things an instructor can do. In my case, if a child reveals that he’s a fan of Spider-Man, I’ll do a “superhero trick” — aka a tricking move — so he can get a glimpse of the amazing skills martial arts training can lead to. If you’re not into tricking, simply communicate that you have the skills the child admires and/or desires.

If an adult walks in, looking for tai chi chuan classes, I’ll have a genuine conversation with the person. I’ll explain that what we teach is far from internal Chinese martial arts but that even externally focused exercise can lead to the development of enhanced coordination, better breathing and intention-empowered action. If the adult wants these deeper benefits, I reassure the person that we absolutely can help. It isn’t about selling people what they don’t desire; it’s about showing the value of what we offer and how it crosses over into what they want.

Action Item: To sell your new program, you have to believe in its purpose and the fact that you actually can help your members.

Never forget that at the end of the day, you’re selling skills to people. If you can’t convey that message to prospects, they won’t sign up. This means investing in your skill set, helping your team continue their education and showing everyone how to build rapport so they can communicate better with the public.

The End Is Near (And It’s a Wonderful Beginning) When you’re preselling memberships before your studio officially opens, it’s easy for your motivation to drop from time to time.

That’s natural because you aren’t able to teach full-size groups, you may be experiencing construction delays and attrition is still happening — especially as you get closer to the first tuition billing date. If you or a staff member begins to feel burned out during this crucial period, it’s time to remember your “why.”

If you started doing this for money, remember that finances fluctuate. Some studios might be raking in the bucks right now, while others might have hit a financial drought. That’s natural.

If you started doing this for community betterment, understand that there will be certain students with whom you have trouble connecting and certain parents who are more difficult than others. That, too, is natural.

In the long run, it doesn’t matter whether you’re chasing success or chasing significance. It isn’t even about why you started.

It’s about why you have continued this far and why you’ll keep on keeping on. Although the tough days prior to opening might have you thinking that you’re a long way from your goals, you’re on the right path. If you’re taking steps forward, all you need to do is ensure that it’s in the right direction. You’re seeking progress, not instant perfection.

Once you open your doors, be sure to celebrate with your staff and students. Express your appreciation for what they’ve helped you accomplish. The studio wouldn’t be there without the students and the students wouldn’t have this opportunity to learn martial arts without you and your staff.

You are all on the same team, and you’re off to a great start!

Justin Lee Ford has writing credits that span multiple websites and publications. He’s trained in several disciplines and taught at numerous martial arts studios. His website is cupofkick.com.

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TURNING POINT

Chris Folmar: Having a Martial Artist Father

“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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MASuccess: Where did you grow up, and what did your dad do?

Chris Folmar: I grew up in Jacksonville, Florida. My father was an insurance company executive and practitioner of jujitsu, so martial arts were always part of my life. I studied Hawaiian jujitsu at a local dojo in 1977.

After seeing Star Wars, I was an excellent jedi.” (laughs) Dad moved with his job to Virginia. One day, he challenged me to do a push-up.

I could not. The next day, he took me to a taekwondo school. He was the vice president of his company and did not have time to train anymore, but he wanted his son to be more physically fit. I liked jujitsu, but I loved TKD’s kicks, spins, coordination and endurance. I was an instructor at 15, competing at 18. Martial arts are ingrained in my personality and identity.

MAS: What was your turning point?

Folmar: Hard question! The moment I knew was probably around the time I was 14 before testing for black belt. I was moved from the kids to the adult class. After The Karate Kid came out, the kids [who were] training were starting to be younger, so my promotion was based on age, not ability. It showed! I remember one well-known guy — let’s not use his name — who told me, “This is no place for a punk ninja.”

So I decided I [was] going to show all these people.

You get knocked down a lot when you’re smaller, but

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I got fast, too. My dad said, “They’re just getting older. You’re getting better.” It was a good place for me, feeling confident and successful.

By the way, because of why Dad got me started, I still never use push-ups as a punishment. Instead, we celebrate with push-ups. Physical activity should not be a punishment.

I went to college based on proximity to [the] school. I went six days a week until my first child was born when I was 32. Then I started teaching at a community center and still do. Every success I’ve had in life comes from what happened on the mat.

MAS: Many owners today think your app BudoCode can lead to a breakthrough for their schools.

Folmar: Instructors love that their students can practice the official versions of their school’s techniques and stay motivated. Don’t think of it as a replacement for in-person. The next generation of parents [has] grown up on social media.

They never had to wait for a commercial break to go to the bathroom. (laughs) Everything is ondemand. BudoCode makes the arts available for people where and when they want. The arts need to change in a world unlike the one we grew up in.

As we look to the future as martial artists and business owners, we need to remember the most important fundamentals of business: We are here for the customers. We need to meet them where they are. Great martial arts programs do not need to be tied to a physical location. Don’t think inperson is the only way.

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

Photo Courtesy of Chris Folmar

BY HERB BORKLAND

seventh-degree black belt under Pat Burleson, Chris Folmar has studied jujitsu, aikido and hapkido. He owns KinAppTech, a martial arts smartphone-app company.

Photo Courtesy of Chris Folmar

HEALTH KICK

5 Yoga-Based Stretches to Add to Your Classes

BY ERIC P. FLEISHMAN

“Maintaining supple hamstrings ensures higher, more powerful kicks and explosive capabilities that will propel the body forward when it’s time to move quickly.

There is also a direct correlation between tight hamstrings and a stiff lower back.

Thus, keeping the hamstrings flexible promotes lower-back health.”

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s martial arts schools reopen, school owners everywhere are seeing new sign-ups. Enrollment is rising because people are once again free to congregate safely, and the numbers are being boosted by the popularity of TV shows like Cobra Kai. With all these new students trying out their new moves, keeping everyone safe and healthy becomes the priority. Nothing puts a damper on enlightenment-through-training like the pain of an unexpected injury. However, by implementing a proper warmup along with a comprehensive stretching regimen, you can dramatically decrease the chance of injury. With that in mind, I offer this list of the five most important yoga-based stretches to include in your program.

For the Hamstring Located along the back of the leg, the hamstring is a critical muscle to keep flexible. Maintaining supple hamstrings ensures higher, more powerful kicks and explosive capabilities that will propel the body forward when it’s time to move quickly. There is also a direct correlation between tight hamstrings and a stiff lower back. Thus, keeping the hamstrings flexible promotes lowerback health.

To stretch them properly, place your foot on a table or chair, lean forward and grab your toes. Hold the stretch for 10 to 15 seconds per side.

For the Quadriceps This large upper-leg muscle group encompasses four sections and is responsible the “snap” of a front kick. As the lower body’s power center, it can cramp easily from dehydration or exhaustion, so whenever the burn of sustained exercise is felt, it’s a reminder to stay hydrated.

To stretch the quad, stand on one leg and grab the opposite ankle, flexing the knee. To increase the intensity of the stretch, slightly bend the standing leg while increasing the pull on the bent leg. This also opens the hip flexor, providing an additional benefit.

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For the Gluteus Maximus Having tight glutes not only can hinder athletic movement but also can cause tightness in the lower lumbar region.

To stretch the glutes, lie on your back with your knees bent. Place the ankle of one leg on the opposite knee in a figure-4 position and pull your knees gently toward your chest. Repeat on both sides, holding for 10 to 15 seconds per side.

For the Arms Having fit arms is crucial for martial arts expression, whether a move requires strength, speed or agility. One component is grip strength, which derives primarily from the forearms. Keeping the forearms loose will enable a martial artist to function at increased intensity without compromising power.

To stretch the forearms, extend an arm as if to say “stop.” Then, with the opposite hand, pull back on your fingers until you feel the limitations of your flexibility.

To stretch the triceps, which also come into play when performing arm techniques, extend your bent arm directly upward, keeping your elbow pointed at the ceiling. Reach around with the opposite hand and gently pull back until you feel tension in the triceps. Hold the stretches for 10 to 15 seconds per side.

For the Lats Without proper care, the latissimus dorsi muscles that cover the back, which is the source of pulling power, can tighten, spasm and become strained.

The easiest way to stretch these muscles is to hang from a pull-up bar for 10 to 15 seconds using a neutral grip. My favorite back stretch is performed by standing in front of a pole, then reaching across the body to grab the pole and leaning away from that outstretched hand.

Hold it for 10 to 15 seconds per side.

Eric P. Fleishman — aka Eric the Trainer — is a Hollywood-based trainer of celebrities. In the 28 years he’s worked in the industry, he’s taught actors, musicians, MMA fighters and military personnel. He hosts a popular TV show called Celebrity Sweat, which is available on Amazon Prime.

OBSTACLES AVAILABLE FROM:

OFFICIAL NINJA TRIX SUPPLIER

YOU MESSED UP! NOW WHAT?

So Many Mistakes

BY KATHY OLEVSKY

“I’ve written this column for 10 years now, telling the world how I’ve survived 45 years in the martial arts business despite having made many mistakes.

In fact, I have not even begun to cover them all.

I share my stories to help you learn from them — and because it’s important to know that you, too, may blunder along the way but that your school can survive.”

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fter the major changes and constant unpredictability of 2020, the martial arts industry started to come back strong in 2021. During this time, we had to get experimental — sometimes with success and sometimes without. At this time, I would like to share some of the biggest mistakes I’ve made in my years of running a school (not just 2020) in the hope that the solutions I found can help you as our industry continues to revive.

Pay and Charge Your Black Belts. In our early years, we followed the tradition that holds that when students reach black belt, they’re no longer charged and they start teaching. Now, we know that we will continue to teach our black belts for many years, so they should pay to be students.

If they teach for us, they should be on our payroll.

This way, there’s a clear understanding of expectations. We set the policies, and they work for us and teach our way.

It’s OK to Close on Holidays. Our thinking was that if we closed on holidays, our students would get mad and think they weren’t getting the proper value. In reality, instructors need time off just like the rest of the world. We function better when we have some downtime.

Most martial artists work crazy hours — and often two jobs. Time off reduces burnout. For the past 30 years, we’ve taken off a week in July, a week in December and all major holidays, and we’ve never had a complaint.

Don’t Undersell Your Services. We used to love to tell people that we were the best deal in town when it came to martial arts training. At that time, we were charging $79 a month for unlimited attendance. A mentor said we were amazing martial artists with no business acumen. That explains why we could barely cover our expenses and were not paying ourselves.

His advice was to see what music lessons, gymnastics lessons and dance lessons cost in our area,

then decide if we were as valuable or more valuable to our clients. He told us to start charging new students what we thought we were worth and gradually increase rates for our current students as they came up for renewal.

New students did not even blink at paying more, so we knew he was right. It took three years, but we gradually got everyone up to a more appropriate fee.

Keep It Simple. Over the years, there have been many approaches for creating membership programs in the martial arts industry. At one point, we had a program for beginners with three options for paying. We also had three programs for advanced students with three options for paying. Each option gave different benefits.

The lesson we learned is that the more options you give, the harder it is for a customer to make a decision. We currently have one option for beginners and another for everyone who continues with us after the first year. It doesn’t matter if the person is a 5-year-old white belt or a 45-year-old black belt. Now, the selling takes place when the student participates in class or the parent watches class.

Enrollment is simply paperwork. For us, the days of the hard sell are gone.

Pay Yourself. Looking back, I can’t believe all the years we operated a dojo for love of the art and didn’t pay ourselves. If this is you, budget yourself into the bills now. If your rent is $1,500 a month and your utilities are $600 a month, don’t you think you’re worth $200 a month? Even if you pay yourself only $50 a week, you must start somewhere.

I promise that if you do this, you’ll find a way to make your paycheck grow with your academy.

Please read Rich Dad, Poor Dad, by Robert T. Kiyosaki. Listen to it while you’re driving to work if you don’t have time to read. It might change your life like it did mine.

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

School Showcase July/August 2021 School Owners

Phillip and Kristine Blackman School Name

Blackman’s Championship Martial Arts Albuquerque, New Mexico Styles/Disciplines

Taekwondo, hapkido

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Photos Courtesy of Phillip Blackman

Location

Why did you begin teaching martial arts?

I actually started teaching as a red belt as it was a requirement for black-belt advancement. This was an 18-month process, and the more I did it, the more I enjoyed it and found it satisfying. [After I became] a black belt, Grandmaster Chong asked if I’d be interested in teaching private and group classes. It was not only an honor but also a no-brainer to accept. As other teaching opportunities became available, I started thinking about teaching as a career. In 1993, after training for 13 years under Grandmaster Chong and with his blessings, I moved to Albuquerque, New Mexico, from Los Angeles, and the journey began.

What is your school name, and how did you choose it?

Our original name was Blackman Taekwondo Academy, and it served us well from 1993 to 2013. In 2013, we started to incorporate other styles into our curriculum, and Blackman’s Martial Arts evolved. In 2014, we joined MAIA Elite. Our relationship with Mr. Mike Metzger and Mr. Frank Silverman allowed us to see the professionalism of Championship Martial Arts — a vision never seen before. With Mr. Metzger already our consultant, [we were] enjoying an amazing transformation, and we felt that becoming a CMA licensee was a natural progression.

So in 2016, we became Blackman’s Championship Martial Arts.

What is your school’s motto or student creed?

Building champions in life since 1993.

Photos Courtesy of Phillip Blackman

What is your personal teaching philosophy?

It’s intimidating enough to walk into a martial arts school, let alone start training. We offer a one-on-one evaluation to all prospective students. During the evaluation class, we ask them what their goal is and what the obstacles [are to] achieving their goal. We challenge our students with attainable goals and support them throughout their journey.

Who or what inspires you?

Challenge inspires me physically, professionally and spiritually. Physically, Grandmaster Jun Chong and Master Phillip Rhee have given me the martial arts knowledge to be strong not only physically but also mentally. Professionally, Mr. Mike Metzger [has shown me] how to operate a successful school — without his expertise, this past year with COVID mandates might have had a different outcome than our current situation, [which involved] breaking all financial records. Also, Mr. Frank Silverman’s mentorship through the Wealth Program allowed us to be prepared for that rainy day/year. The program is all about preparing you to protect your assets so that you can enjoy them.

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

The ability to help [people from] all walks of life find a path through martial arts training that gives them physical, mental and internal power and confidence.

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

So many schools open with passion and with very little knowledge about the business aspect of owning a martial arts school. Even before opening a school, I would recommend researching consultants to help you understand what you don’t know. MAIA has done so much for the industry that I would recommend starting there first — at the top.

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CONSULTANT'S CORNER

The Art of “Selling”

BY ADAM PARMAN

“Customers buy because they believe in the people who are offering the service, have confidence in the business, think that the product or service fits their needs, and view the price as fair.”

66 MASUCCESS

H

ave you ever heard employees or other school owners say they “hate the sales part” of running a martial arts school?

Maybe you’ve even said it yourself.

I couldn’t agree more. I hate selling.

Why? I hate pressuring people to do something they don’t want to do. I hate trying to overcome objections and persuade them to buy my service or product. But most of all, I hate rejection.

So if I hate selling so much, how can I run a business that sells martial arts lessons? Easy. We don’t sell; we share the benefits of our program and then give people an opportunity to be part of it. To fully understand this, you first must understand several key principles of sales.

not be reached before noon. Additionally, they have less-than-ideal websites and become almost secretive about their prices when they’re on the phone.

No wonder customers choose to search elsewhere.

When was the last time you reviewed your enrollment process and looked for ways to make it more streamlined? If potential customers walk into your school, is someone ready to greet them and answer their questions? Do you have information about your programs that people can pick up outside your school? Does your website allow people to sign up for a trial and pick a time for their first lesson?

Stop losing business to your competition because you’ve made it too hard for your customers to do business with you.

Principle No. 1: People Love to Buy But Hate to Be Sold To We buy things every day. We live in a time when we can buy millions of items with the click of a button and get them delivered to our door in 24 hours or less. There’s no doubt that people like to buy, but how can we get them to buy from us? I think the better question is, “Why do people buy?”

You may think you know the answer. But if you get price objections, customers who “need to think it over” or customers who never return, you may not have a clue. Customers buy because they believe in the people who are offering the service, have confidence in the business, think that the product or service fits their needs, and view the price as fair.

Furthermore, they believe that the service will increase their ability to lose weight, defend themselves, show greater confidence at work or school, unwind after a hard day, be more disciplined and so on. In other words, they believe it will fulfill a need they have.

If you create a process that shows your customers how you can fulfill their needs, they’ll be asking you how to sign up.

Principle No. 3: Learn How to Get the Real Decision-Maker in Front of You Ever wonder why you can’t set the appointment or why some people won’t commit to your program?

It’s because they’re not the ones who can make the decision. All too often, you feel like you’re selling because the person qualified to make the decision is not present.

Why? Because you’ve failed to give the real decision-maker a compelling reason to be part of the process. If the real decision-maker is present, you’ll have the opportunity to show the value of your program and get the desired result.

Examine your inquiry process and make changes to ensure that the decision-maker is there during the trial or evaluation lesson. Train your staff to ask questions about who the decision-maker is. Teach them how to give a compelling reason for that person to be present during the process.

By implementing these principles into your business, you can move past “selling” and begin sharing the positive benefits the martial arts can have in the lives of your customers. That will allow you to do more of what you love without the pressures of selling anything.

Principle No. 2: Convenience Is the Key Are you making it easy for your customers to get information about you, contact you or purchase items from you? As a consultant, I often find that when I call schools, a large percentage of them can-

Adam Parman is a Martial Arts Industry Association consultant who owns schools in Atlanta, Georgia. To contact him, send an email to aparman@masuccess.com.

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What kind of revenue is your school generating in the morning?

Are you interested in creating revenue during your off hours?

I have a market to help you cater to when the dojo is not busy.

The retirement market.

Call Grandmaster Bobby at (603) 889-4165 Taichiflow.net

MASTERFUL RETENTION

4 Ways to Focus on Your Current Student Base

BY CHRISTOPHER RAPPOLD

“The students who currently train with you in person believe in you and trust you.

They are vital to the success of your school, and they can help you get old students back and new students in the door.”

I

n 2020, most martial arts schools had to put their teaching on hold because of the pandemic. We were told that we had to close our schools. We came back swinging on Zoom. We were told that we could open at 20-percent capacity, then at 40-percent capacity; with 6-foot distancing and 100-percent mask wearing; with no masks if we trained outside; and so on. Many schools were able to maintain their enrollment; unfortunately, some did not.

Now, here we are, more than a year later. Most schools still have some restrictions in place. Even if there are no legal restrictions, regaining the community’s confidence is a hurdle many of us must overcome because of the uncertainty COVID created. One form of marketing you should consider employing at this time, therefore, is the kind that comes from the inside out.

I’m talking about the students who currently train with you in person, the ones who believe in you and trust you.

They are vital to the success of your school, and they can help you get old students back and new students in the door. Here are a few ideas you can use to focus on them as we move forward. Obviously, before implementing any of these suggestions, consider your specific situation and follow your state’s guidelines.

Monthly Drawings A drawing is easy to do and relatively inexpensive. Get a cool prize or two that an adult or a kid will like. (I recommend staying away from anything electronic.) With spring here and summer coming up, fitness-themed prizes and outdoor toys are great options.

Now you’ll need to create a list of the ways your students can earn raffle tickets. Make sure that list includes (for parents) posting videos and pictures of their children taking class, (for children) posting reviews of social skills developed from being in your organization, and (for everyone) posting reviews of the school’s cleanliness and voicing opinions about the best technique covered in a particular class. Your families will be more than happy to help you grow.

Mini-Tournaments Holding a small in-house martial arts tournament is great for boosting retention — and it’s fun for the stu-

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dents. You can create as many divisions as you need to keep the numbers low on the mats. Have rewards for everyone and something special for the winners.

Just-for-Fun Events We recently held a Jenga tournament at one of our locations. Two divisions were created with $50 prizes for the two winners. The cost to enter was $15. We had 15 competitors sign up. The tournament went three rounds in both divisions to determine firstplace winners, and a good time was had by everyone, including the parents who came to watch.

Jenga tournaments — along with Lego contests and Bingo nights — can be socially distanced ways to bring fun to the school and create the safe social atmosphere that most families long for. After our event, we had parents who posted to share their child’s excitement, and more important, they posted to share their appreciation for the social environment we created for everyone.

In-House Seminars Put your instructors in the spotlight for this one! If you’re part of a franchise or association, you may be able to bring in instructors from outside your school (but still from inside your organization). Once you have the instructors, choose a topic based on a skill set your students would love to get better at, then put together a 45- to 60-minute seminar. Make sure it creates a great learning environment for all who attend. Have an option for people to participate on Zoom, as well.

At all these events — which can be held monthly, bimonthly or quarterly, with just your students or with your students and the community — make sure you have someone to take pictures for social media or perhaps to make live posts. Having your students shout from the rooftops about the coronavirus safety measures you’re taking, the great classes they’re getting and all the results they’re receiving at your school will help reassure your COVID-weary community that you’re ready to get back to the business of teaching martial arts.

HAVE YOU ALWAYS WANTED TO WRITE FOR MASUCCESS? DO YOU HAVE A STORY IDEA TO PITCH? NOW IS YOUR CHANCE! We are searching for writers who are subject matter experts and can provide valuable content for our martial arts school owners and instructors. Not a writer, but just have ideas on what our audience wants to read about? We want those ideas too!

Please submit 2-3 paragraphs for your story pitch to Patrick Sternkopf at psternkopf@blackbeltmag.com.

We are passionate about helping the martial arts industry and look forward to hearing from you, our readers and fellow martial artists.

-The MASuccess Team

© 2021 #19786

THE KICK YOU NEVER SAW COMING

Train Your Volunteers — or Pay the Price

BY BETH A. BLOCK

“To maintain the win-win proposition of utilizing volunteers, it’s essential to train them. These are martial arts students, but that doesn’t mean they’ve learned all the things a good instructor needs to know.”

70 MASUCCESS

V

olunteerism is an important part of the martial arts industry. It’s a winwin approach to the staffing issues faced by many small studios. It is also consistent with the traditions of the arts: As a student who has received the benefits of my instructor’s knowledge, it’s incumbent upon me to share that knowledge with others.

Assisting, formally or informally, with the training of students who come behind me also allows me to grow as a martial artist. I find that I learn a particular technique much better when I’m teaching it.

As I look for the way to turn the key in the lock of a technique for another student, I understand the technique far better.

To maintain the win-win proposition of utilizing volunteers, it’s essential to train them. These are martial arts students, but that doesn’t mean they’ve learned all the things a good instructor needs to know.

Volunteers don’t necessarily know how to properly maintain discipline in class without humiliating students. Volunteers don’t necessarily know how to discern students who cannot do from students who won’t do. Volunteers don’t necessarily know how to ensure safety during line drills.

Those are just three areas of training to consider.

There are many more.

In one studio with which I’m familiar, a volunteer was working with a class of low-ranked children.

He’d worked with this class for several weeks. One particular student was finding the roundhouse kick challenging. The volunteer took an interest in this student and offered coaching.

When the student finally executed a technically perfect kick, the volunteer was so pleased that he patted the child on the behind. Clearly, this is inappropriate touching. The volunteer did not know it was inappropriate, however.

Sixty days later, a lawsuit befell the studio.

Among the documents requested by the suing family’s attorney was a record of the training provided to the volunteer. None had been provided.

The studio was found negligent, and a six-figure settlement was made.

If this studio owner had provided training to the volunteer, the case might have had a different outcome. If the studio had records showing the volunteer had been trained on youth-abuse protection, with refresher courses delivered on an appropriate timetable, the studio would not have been negligent.

In another facility, a volunteer was running line drills with a group of children. The drill was complicated, and students had to cross from one line to the other, which created pandemonium on the mat.

One child was fooling around while in line, randomly throwing front kicks. Another child darted in front of the kicking child while crossing lines and took a front kick to the solar plexus.

Unfortunately, his mother was a bit hysterical when the wind was knocked out of him and whisked him away to the emergency room. The good news: Nothing was wrong with the child. The bad news: The emergency room bill was $12,500, and the studio was held responsible. The school was deemed negligent because it did not have control of the students on the mat during the drill.

The moral of the story? Train your volunteers the same way you train your paid instructors and keep a record of each of those training sessions.

To contact Beth A. Block, send an email to beth@blockins.net or call (800) 225-0863.

SCHOOL OWNERS: YOU HAVE THE CHANCE TO POSITIVELY IMPACT A TON OF LIVES! Hello, my name is Dr. Robyn Silverman. As a Child and Adolescent Development Expert, I realize just how important and valuable your school is to your community. You can become the resource needed to help many families THRIVE. Many of our Powerful Words clients are enjoying great success right now because they’ve discovered exactly what parents are looking for from a great martial arts academy... a safe and fun place for their children to develop physical fitness and character. Parents have made one thing clear; the academy they choose must teach both...and they must teach both PROFESSIONALLY. I’d like to personally invite you to test drive our internationally-acclaimed Character Development System RIGHT NOW and watch your school’s success skyrocket. Visit our website at www.PowerfulWords.com and click on the GET STARTED NOW Button or give us a call at (877) 769-3799 now and we’ll help you with a system to attract, enroll, develop and retain more high quality members than ever before...and have a blast while doing it!

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THE LEGAL LANDSCAPE

Do Your Family a Favor Before You Enter the Great Beyond

BY PHILIP E. GOSS JR., ESQ.

“A problem I often encounter is that in cases in which personal property is not liquidated to pay creditors, the heirs (typically children) argue over specific items.

This can become ugly if you don’t take steps to prevent it.”

T

he COVID-19 pandemic was a stark reminder of a simple fact: We all will die. No one has ever made it out the other side. Although we cannot control when or how we die, we can plan for it, to some degree, from a legal perspective. To ensure you’ve made all possible preparations before you leave this rock, keep the following rules in mind.

Rule 1: Make your body-disposal desires crystal clear.

Interestingly, it was more than a decade after our wedding when my wife and I had the “burial versus cremation” discussion. If nothing else, a cancer diagnosis certainly fosters a real-world prospective. As a 19-year cancer survivor, I and my dear wife went on to discuss this issue to death. (Sorry for the gallows humor.)

My advice to you is to articulate your wishes for what will become of your body well in advance.

Typically, this is accomplished through instructions in your last will and testament. Be as precise as necessary to leave no room for misunderstanding.

Another method is funeral preplanning, wherein your desires are premade and prepaid. The fewer steps a bereaved family must undertake, the better.

Rule 2: Don’t make your life insurance payable to your estate.

When you die, assets owned solely by you must be processed through a court procedure referred to as “probate.” If you are married when you die, jointly held assets will pass to your spouse, and no probate is required. If you are single, a probate proceeding probably will be required, notwithstanding whether you have a will.

Probate is both time-consuming and expensive. The requirement of probate is almost wholly based on the value of your estate. Therefore, minimizing the value of your estate is vital. Many people make their lifeinsurance policy payable to their estate as opposed to a specific person. This is a mistake for several reasons.

First, death benefits paid to your estate go toward the gross amount of the estate and, if large enough, could require the probate estate to pay tax on that death benefit, thereby lessening what’s distributed to your heirs.

72 MASUCCESS

Second, if your estate is well-funded, there’s a greater chance that probate will be required.

Third, life-insurance benefits that go to a beneficiary are generally tax-free and immediately paid, outside the probate process.

Finally, any amount paid to the estate funds the estate, and the claims of creditors will be paid before distribution to the heirs.

If you have a life-insurance policy, make it payable to your beneficiaries or a specific trust. This way, neither the IRS nor your creditors can lay claim against the life-insurance proceeds for your personal debts.

Rule 3: Decide who will receive your personal items and make your wishes known.

A problem I often encounter is that in cases in which personal property is not liquidated to pay creditors, the heirs (typically children) argue over specific items. This can become ugly if you don’t take steps to prevent it.

One option is to make a list of items and who is to receive each one, then ensure the list is either part of or attached to your will. Even simpler is to attach to each item a small piece of masking tape bearing the intended recipient’s name. By doing this, your intentions always will be up-to-date, and you won’t need to amend your list or your will if you change your mind.

Note that nothing prevents you from distributing your personal possessions before you die. Valuable items in which ownership is proved by a certificate of title (boats, cars, etc.) or a deed (real estate) should have the title amended prior to your passing by adding the person to whom it will be distributed. By doing this, the property passes to the intended beneficiary by right of survivorship and, if titled correctly (again, seek competent legal advice), likely will be passed immediately and outside the probate process.

Finally, remember that the items you pass to others are your possessions. What you decide to do with them is nobody’s business but yours. Do whatever you want — but don’t fail to act. Many families have been fractured because of disputes over items of no monetary value and the lack of proper planning.

INSPIRATION OVATION

Are You Good?

BY KAREN EDEN

“When it comes to competition, I’ve always told my students not to go to a tournament to watch. If you’re going to go, make sure you compete.

You will never know how good you really are until you have someone who thinks they’re good standing right beside you, waiting to prove it.”

74 MASUCCESS

M

y favorite Chinese eatery in the world happens to be located in Pittsburgh, Pennsylvania. It’s a very unassuming place, the kind of restaurant you would refer to as a “hole in the wall.” I’ve frequented this location for decades and go there every time I’m in town. The flavor of the sauce, the texture of the rice — everything you would be extra picky about is accommodated. And I, my friends, am very picky about my Asian food!

During one visit, I noticed that somebody had opened a Chinese buffet next door to my favorite spot. The buffet was cheaper and, of course, featured an all-you-can-eat style of dining. There were bright balloons and banners placed across the entrance. But nope — no buffet for me. I know what’s good, and I stick with what I know.

As my family and I walked in to be seated, we noticed that the restaurant was emptier than normal. No doubt locals were giving the “all you can eat for one low price” spot next door a shot. The owner greeted us as always; the waitress took our order; the food was delicious. Nobody was complaining about the buffet next door. It was literally business as usual, as if nothing had happened.

I noted how these guys didn’t seem panicked at all. There were no low-price lunch specials and no dinner deals. I thought, Where do they get such incredible courage? Then it dawned on me: These guys know they’re good.

When it comes to competition, I’ve always told my students not to go to a tournament to watch. If you’re going to go, make sure you compete. There’s more than one reason behind instilling this in my class, but the main reason is you will never know how good you really are until you have someone who thinks they’re good standing right beside you, waiting to prove it.

At that point, it’s too late to back out. You either think you’re good enough to be there or you

might get your butt kicked. Win or lose, competition teaches you how to handle life. It’s a mindset that pushes the “sort of secure” to “very secure.”

There’s something to be said for knowing that you do have what it takes to win. You just have to trust the process of all that you’ve been through.

The majority of martial arts instructors know what it’s like to face competition in one way or another. People often ask me how to maintain a successful karate school when the world is facing a pandemic, when nobody has any money and when a new 22-year-old black belt has tossed his hat into the ring to make a living at what many of us have been doing for decades.

My answer is simple: You’ve got to know you’re good. You must believe that you have the very best of what it takes to succeed, no matter who or what steps in the ring to face you.

I didn’t get to return to my favorite Chinese restaurant for a couple of years. But when I did, I was not surprised to see that the buffet next door was no longer there. A pet and tropical-fish shop had taken over where the colorful ballooned and bannered entrance once stood. We were greeted, the waitress took our order and the food was delicious.

It was, again, like nothing had happened.

There will always be times when a “Chinese buffet” opens up right next door to us, too. The next time that happens to you, allow me to ask you one question: “Are you good?” If the answer is yes, there’s no need to worry.

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

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JULY/AUGUST 2021 75

TAKING THE

WORLD BY STORM FOR VICTORIA STAMBAUGH, QUALIFYING FOR THE OLYMPIC GAMES DIDN’T HAPPEN OVERNIGHT

Chasing your dreams is like voyaging out to sea: the further you go, the higher the waves and the fiercer the storms you will have to face. Many ships are pushed back, wave-battered and waterlogged, before they ever reach those distant shores, while others choose retreat when the water becomes too rough.

At the end of 2019, Victoria Stambaugh was considering turning around. She was facing a sixth knee surgery – of the preceding five, four were reconstructions – for an injury sustained in competition. Those procedures, on top of the injury, had reduced the meniscus in her knee to less than half of what it should be, an incredible blow for an athlete at any level – let alone one trying to become an Olympian.

No one could have blamed Victoria for retiring then. Some even encouraged her to quit. She had narrowly missed qualifying for the Olympics in 2016, before half of the surgeries – that had been her best chance, they argued, and it was behind her.

She didn’t listen. And a year after that sixth surgery, Victoria qualified for the Tokyo 2020 Olympics.

Victoria isn’t done with storms. A qualification only means that training and preparation become more intense than ever before. But at the moment, skies are clear and the waves are low – and the next dream is visible on the horizon.

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COMMITTED

T O INNO VAT ION

Hello, martial artists, school owners, and instructors! Allow me to introduce myself. My name is Blake Wientge, and I am the National Sales Manager for Century Mat Solutions. Never heard of it? That’s because it’s new – and I get to be the one to share the exciting news!

Century Martial Arts has always looked for ways to serve members of our martial arts community and provide them with a unique, better-than-anywhere-else experience. We’ve led the industry in terms of innovation for nearly five decades. Even when it comes to something as basic and integral to a school as mats, we’re still bringing that Century touch.

I am proud to introduce our newest division, Century Mat Solutions. CMS doesn’t just sell mats – we assist you in facility design, mat customization and help you find solutions that give your school the competitive edge you need to stand out!

We understand that purchasing new mats for your facility is a huge investment and that you want to weigh all your options. Whether you are looking for new floor mats, wall pads or crash mats to practice takedowns, we have you covered!

Once you know what you need, the next step is choosing a style. Wouldn’t it be nice to see what your school would look like with your new mats, without making any final commitments? We thought so too! CMS provides visual tools to our clients, so you can actually see a picture of what your space can become.

Our customization capabilities can elevate your brand to the next level with custom logos and graphics. We are happy to assist in replacing old mats, outfitting a new facility, or recreating your current space to have a brandnew look. Let us focus on the mats, so you can focus on what happens on the mats.

If 2020 has taught us anything, it is that it is critical for you and your business to provide students with a clean and inviting look (extra emphasis on clean). New mats and equipment will support you in putting your best foot forward.

When you’re ready to update your school, please feel free to contact me directly. You can reach me at bwientge@centuryfitness.com or give me a call any time at 248-952-8490. I have over ten years’ experience working with countless schools, gym owners, homeowners, and facilities to make their visions come to life. I can’t wait to help you on yours, too!

BLAKE WIENTGE bwientge@centuryfitness.com 248-952-8490

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