Martial Arts Management: Is Your Dojo Thriving or Just Surviving?

By Dr. Gary S. Goodman

Is your dojo a business, a lifestyle, a hobby, a temple, a recreation center, or a mixture of these things?

This is a fundamental question that every dojo needs to answer, and you really should highlight one or two things and focus on improving them.

All too often dojo owners and managers are unclear about their aspirations and it not only confuses everyone but it leads to ultimate dissatisfaction and to failure.

For example, I am aware of a martial arts dojo that offers excellent training but because the sensei has been hopelessly ambivalent about its missions, the organization has always been beset by financial troubles.

In most of his writings this leader has derided money, often admitting he is “not a businessman” and that business practices defile the purity of the martial arts.

If you despise money, chances are very good that you’re going to scare it away.

Through some communications with him I was able to point out this blind spot and he changed his rhetoric, instituted an advisory board, and made it easier for people to support the dojo through donations and participation in fundraisers.

Instead of constantly being on the precipice, he is now on a stronger financial footing and he can focus on being what he is: a great teacher.

Specifically, what can you monitor to determine if your dojo is financially healthy or unhealthy? I believe REFERRALS from existing students are incredibly significant:

(1) They are a reliable indicator that your current students are pleased with their instruction. Are they bringing in their friends and family on a regular basis? If not, either they falsely believe the dojo doesn’t need to enlarge its base, or they aren’t convinced it is a place for everyone.
(2) Referrals are “free.” Your marketing costs are nil when someone brings a friend to the dojo.
(3) Referrals introduce you to new networks. That person who is brought in belongs to several new groups that can help you to grow, that you wouldn’t tap without a personal introduction.

Make it known to your students that the dojo is interested in thriving and they can help by inviting friends to observe a class. Devise brief demonstration programs for visitors in which they can participate that will show them a few nifty techniques.

St. Augustine said “There is no joy in heaven over empty churches,” and the same thought pertains to dojos.

Dr. Gary S. Goodman is the best-selling author of 12 books, over 700 articles, and the creator of numerous audio and video training programs, including "The Law of Large Numbers: How To Make Success Inevitable," published by Nightingale-Conant-a favorite among salespeople and entrepreneurs.