Back in January of 2009, I told you about how Dana White and the UFC had announced the launch of the new UFC Gym chain of martial arts and fitness centers.
As faithful readers of this blog will recall, I told you way back then that this could spell trouble for some martial art school owners in those areas where the UFC Gym chain plans to locate a facility.
Well, I was wrong.
Now, I’m warning that all school owners in these locations need to be concerned about this 800 lb. gorilla moving into your backyards.
At the time UFC Gym announced their launch, details were sketchy at best. I was unaware at that time of the extent of martial arts programs that UFC Gyms would offer. It ain’t pretty.
For example, just check out the verbiage found on the “Kids Programming” page at the UFC Gym site:
And sure, they’ve gotten off to a slow start. But I guarantee that once the economy gets back in full swing, they’ll start opening new facilities in major metropolitan areas across the country.
Not All Bad… But Not All Good, Either
Now, I’m not saying this means complete and utter gloom and doom for independent owner-operators in our industry. In the long run, I think it might actually help the industry, considering all the additional consumer awareness it could potentially bring to the martial arts.
But if you’re located near a proposed location, and you think this doesn’t spell trouble for your school in the short-term, think again.
I’d ask that you recall how Wal-Mart destroyed the mom-and-pop retail industry all over the United States. Then consider how The Home Depot has almost completely eliminated all the independent hardware stores across the country. And, examine how chains like Walgreen’s and CVS have slowly nudged independent pharmacies out of the market over the last 15 years.
Now, think about the martial arts industry as it exists today. Independent school owners who are going to be forced to go head-to-head with UFC Gym locations will be in for a fight.
Honestly, can you match their marketing budget or brand power?
Not likely. If they expand with anything near the market penetration that I believe they are going for (and remember, Dana White is a very ambitious businessman) then this has the potential to shake up our industry like nothing ever has.
If You Think You Might Be Competing With A UFC Gym…
If they move into your neighborhood you have one of two choices. You can gripe and complain about your sorry “luck”. Or, you can see it as an opportunity to improve your business.
My advice? Plan ahead to take advantage of the increased interest their massive marketing campaigns will create. Here’s how…
First, I suggest that you go back and read the recommendations I included at the end of my original post here. (Be sure to read the most recent comments to see what martial arts programs they are purportedly offering and what their rates are.)
Second, I suggest that you start rethinking the way you approach your business, and get smart about running a high-quality, high-touch, high-profit, “boutique” martial arts school. That means competing on the quality of your service and the unique experience you provide your clients… not on price.
Finally, I encourage you to avoid looking at the UFC, Dana White, or the UFC Gym chain as being “the bad guy” here. It’s not like they’re out to destroy the industry – on the contrary, I believe they’d like to see it expand.
Think about it – the more people who are interested in martial arts, the better off they’ll be. And as their market expands, so it will for the entire industry.
I know it’s not an ideal scenario, but for those school owners who are smart enough to take advantage of the situation, things could eventually turn out in their favor.
I’d recommend it for anyone – it’s a clear and well-supported explanation of why your mindset has so much to do with success.
And since I started reading it, it has stirred some serious introspection regarding my own personal outlook on the challenges and failures in my life.
Take, for instance, my early experiences in starting and running a martial art school.
I thought it would be easy to open a school and get students – all I had to do was find a place to teach, run an ad in the paper, and I’d be sitting pretty with a classroom full of students.
I was wrong.
In fact, I failed three times before I finally started my first successful school… a story I detail in the first chapters of my martial arts business manual, Small Dojo Big Profits.
Surprised I’d be so open and public about my early failures?
Well, I am going to go out on a limb here and say I believe that’s one of the big problems in our industry…
That no one wants to admit:
Their failures -
When they’ve been wrong -
When they’ve made mistakes -
The times when they gave up and called it quits -
Well, I think I’ve mentioned before that I have not had an easy life. Oh, I have been blessed in many ways, but for the most part my life has consisted of a lot of struggles interspersed with some bright spots along the way.
I think it’s because of this that I’ve spent so much time studying people who have overcome adversity.
And, in the course of my observations I’ve noticed there’s a common thread in all stories about people who succeed in the face of great difficulty and disappointment…
The truth is, most people who achieve success fail much more often than they succeed. Or, as someone once put it, they “fail their way to success.”
But in our industry, there is a pervasive negative attitude regarding failure, and I believe it stems from a more deep-seated attitude toward weakness.
Martial artists aren’t supposed to show weakness. They’re not supposed to be “weak”.
Right?
I mean, we eat our own. Just let someone show weakness or be perceived as being weak, and I guarantee you that the jackals will be circling for the kill in no time flat.
So, martial artists get very good at hiding what they perceive to be their “weaknesses”.
And that leads me back to how “known” martial arts figures don’t want anyone to know that they’ve failed or made mistakes.
Maybe it goes back to the old image of the “master” or sensei being an all-knowing figure who is always right.
But, even though we want to believe in that image, we all know it’s just an illusion.
One that gets in the way of learning and growth.
The reason it’s such an issue, is because it leaves no room for error… and therefore, none for experimentation and growth as an industry.
Admit it – it’s darned hard to go out on a limb, when you know what public failure could mean. Ridicule, back-stabbing, and being shunned by the martial arts community.
It happens, you know it and I know it. We’ve all seen it.
But, the important thing to remember is that everyone fails… especially those who are willing to take risks.
And risks are part and parcel of being in business for yourself. It’s actually quite elemental to being an entrepreneur.
Look up “entrepreneur” in the dictionary, and here’s what you’ll find:
en?tre?pre?neur – a person who organizes and manages any enterprise, esp. a business, usually with considerable initiative and risk.
So, what’s the takeaway from this?
First, that there are two ways to look at failure.
One way is that failure is something to avoid at all costs.
The other is that every failure is one step closer to success.
The second takeaway is that failure is only a sign of weakness when it can’t be admitted or discussed.
But when it’s out the in open, analyzed, examined, and learned from, it becomes the cornerstone that success is built upon.
Want To Fail Fast? Make Every Decision Based On What Other People Think…
Nope, I can't do it... but that doesn't mean I'm going to criticize someone else for doing it if it makes them happy and successful.
This morning on our forums, one of our members who is just getting started asked if she should start teaching three year olds.
Apparently, she is good at it and likes teaching that age group. And, there’s a demand for it in her area.
Here’s the thing… she was worried about what other people would think if she started teaching that age group. Of course, this created doubt in her mind regarding the best course of action for her to take in her business.
Thankfully, one of the members of the forum who has been in business for a few years stepped in and told her not to worry abut what other people think.
And I agree with what he said, completely.Running your business according to what other people think is the surest path to failure of any that I’ve seen in over two decades of teaching.
You may disagree with me in this particular instance, but bear with me… I am going to use it as an illustration of why you need to make business decisions based on your own judgment, and not on the opinions of others.
Getting Back To The “Teaching Three-Year-Olds” Dilemma…
Here’s the thing about this particular example – it just makes good sense from a business perspective for her to start this class.
For starters, she is just starting out. In this economy, and especially when you’re launching your school, you just can’t afford to turn away business.
Also, there’s a serious lack of competition in this niche. Think about it – no one wants that age group, and I mean no one.
And the best part is that it’s a hot market if you can handle it and you enjoy doing it.
Personally, I tried running a three and four year old class, and I hated it. But, that’s because I wasn’t good at it. I had plenty of interest though, and if I happened to be good with three-year-olds, I’d have stuck with it.
Would some instructors look down on me for it? Sure, but they aren’t paying my bills.
And, I’ll tell anyone – although I suck at working with three year olds, I greatly enjoy teaching the slightly older 4-6 year old group. In fact, they’re my favorite age group to teach.
So what if other instructors think I’m doing a romper room routine when I run that class? I could care less. I am doing something I love, providing enjoyment for those kids and their parents, and making a living doing it.
Let me tell you – there is NOTHING wrong with that.
Besides, It’s All Relative
When you think about it, anything under age 7 or 8 is just prep for the older kids classes, and any classes from ages 7-8 to teen is just prep for the adult classes. And, adult beginner’s classes are just prep for the advanced classes.
You know… where the “real” martial arts instruction takes place.
It’s all relative… so who said you have to meet someone else’s standard of what a “real” martial arts class is in your school?
Don’t get caught up in that – it’s the quickest way to worry yourself out of business.
Who Makes The Rules On What A “Real” Martial Art School Is, Anyway?
Ten years ago, you’d have never seen a BJJ or MMA school with a kids program.
Now, every serious full-time BJJ or MMA school has some sort of kids program. Why do you think that is?
Obviously, it’s because we all deal in the same reality when it comes to running a business. What goes up must come down. The sun comes up in the east and sets in the west. Hot in summer and cold in winter. Businesses operate on cash. It’s just common sense.
Personally, if I want to learn combat sports or self defense, I am going to find the most qualified person around to train with. Then, I am going to try a few classes to see if I like that person… if I “click” with them, in other words.
If they are a world champion jiu jitsu player and a good instructor, what the heck do I care if they run a three and four year old class or an after-school pick-up program in the afternoons to make ends meet? How is that any different from them working a part-time job outside of the school to help pay their bills?
Personally (and professionally as well) I think it makes more sense for them to be making that extra income in their school rather than by working a part-time gig.
Why? Because that means their focus isn’t split – and that is going to make the school better because they are going to be able to be 100% committed to running that school.
So Before You Pass Judgment – Check Yourself
So, before you go passing judgment on a martial art school owner for teaching a program that you wouldn’t touch – let me give you some advice… check yourself and remember that you aren’t paying their bills.
Besides, someday you may be in their shoes… and you’d be surprised at how your opinions change when you have to make the rent on a full-time martial art school every month.
There’s a reason why Jim Rohn was known as “America’s foremost business philosopher”.
The following video presentation featuring Jim explaining his Four Questions is evidence of the value of the “fundamentals” he taught for over 40 years.
These are perhaps the four most important questions you’ll ever ask yourself. I suggest you take the time to listen, and then ponder these questions deeply.
A strong primary motivation will see you through to the finish...
Seems like a harmless question.
Simple to answer, at least at first…
But then, when you really start to think about it – you realize it’s a lot more complicated than you first thought.
There’s your students; I mean, you certainly care about them.
And then, there’s your family. You want to provide for and support them.
And also, there’s your style and your love for the martial arts. You teach because you enjoy sharing something you love.
But the fact remains…
None of that may be THE reason. Your primary motivation. The one that keeps you up late at night. The one that has you awake in the early hours of the morning, writing down ideas and planning ahead.
But, that’s the motivating factor that WILL see you through the tough times. The times when you just want to give up. The times when you are ready to throw in the towel.
It’s the factor that makes you go another day, when you feel like you’ll never realize it.
You need a primary motivation that is that strong. And if you don’t have one, well…
You’d better find one fast. Because being in business is rough. Oh sure, it has its rewards. But getting there is often a long and difficult road.
Call it a “burning desire”, your “inner fire”, your passion, your raison d’etre… whatever.
Just know that it’s important to find it, to kindle it, and to keep it strong.
Because it’s probably the one thing that will keep you going until you reach your goals.
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by Stanford psychology professor and researcher Dr. Carol Dweck.
