8 Event Ideas to Generate New Members for Your BJJ School

Attracting new members is the lifeblood of any successful BJJ school. You can have the best instruction, the best facility, and the best community—but if new people aren’t walking through the door, your gym won't grow.

Most gym owners rely on social media ads and word-of-mouth to bring in leads, but one of the most effective ways to generate new members is hosting in-person events that introduce people to jiu-jitsu in a fun, welcoming environment.

Events can act to generate new leads, as well as retain current members.

While these events are better suited to retain members, this week's article gives 8 event ideas that will bring in fresh faces, create buzz in your community, and convert attendees into paying members.

1. Free Self-Defense Workshop 

One of the easiest ways to bring new people into your gym is by offering a free self-defense seminar.

• Market it to women, college students, and working professionals who want to feel safer.

• Keep it beginner-friendly—no complicated techniques, just simple, effective movements.

• Offer a special membership deal at the end for those who want to continue learning.

These types of events not only generate leads but also position your gym as a trusted resource in your community.

2. Bring-a-Friend Open Mat 

Your current students are your best marketers. They already love training—so why not give them an incentive to bring a friend?

• Host an open mat where every student can invite one non-member to train for free.

• Design partner drills and fun games so new people don’t feel out of place.

• Offer a discount or referral reward for members whose friends sign up.

New students are far more likely to stick around if they already have a friend at the gym.

3. Guest Instructor Seminar 

Bringing in a well-known BJJ athlete or coach is a surefire way to attract a large audience of potential students.

• Choose a high-level instructor who appeals to both beginners and experienced grapplers.

• Offer discounted tickets for first-time visitors.

• Create an exclusive membership deal for seminar attendees who want to continue training.

People might come for the special guest, but they’ll stay because of your academy’s welcoming environment.

4. Intro to BJJ Trial Week 

Some people just need a structured introduction to Jiu-Jitsu. Instead of offering a single free class, run a week-long program designed for beginners.

• Offer four structured classes over a one-week period.

• Keep the focus on fundamentals, partner drills, and safety.

• End the week with a graduation-style class where attendees get a certificate and an exclusive offer to sign up.

• Use paid ads to get as many new leads as possible to join the trial week.

A time-limited trial creates urgency and increases conversions compared to a one-off free class.

5. Women’s-Only BJJ Self-Defense Seminar

Many women are intimidated by the idea of joining a co-ed Jiu-Jitsu class. A women’s-only event removes that barrier.

• Invite female members to bring a friend for a free training session.

• Use paid ads to target women in the area.

• Include a Q&A session with female instructors to address common concerns.

• Offer a special membership rate for first-time female students.

When women feel comfortable and supported, they’re far more likely to join and stick with training.

6. BJJ for Law Enforcement & First Responders 

Many law enforcement officers and first responders are interested in BJJ but don’t know where to start.

• Offer a free seminar focused on control tactics, escapes, and real-world scenarios.

• Partner with local police departments or fire stations to promote the event.

• Provide a discounted membership package for first responders who sign up.

Not only will this bring in new students, but it also strengthens your gym’s reputation as a valuable resource for public safety.

7. Free Kids Anti-Bullying Seminar

An easy way to attract kids into your gym is by offering a free anti-bullying seminar.

• Market it to parents about the benefits of self-defense and BJJ for kids.

• Keep it beginner-friendly and fun. Play games, have snacks, and let the kids be ninjas.

• Offer a special membership deal like a free uniforms and 1 month of training at the end.

Schools survive on kids programs so use these events to attract a bunch of new kids ever few months.

8. BJJ & Fitness Challenge 

A 21-day fitness challenge is an excellent way to introduce non-grapplers to the physical benefits of BJJ.

• Target people looking to lose weight, get in shape, or build confidence.

• Include a mix of BJJ, bodyweight exercises, and flexibility training.

• Offer progress tracking and a reward for those who complete the challenge.

After 21 days of consistent training, many participants will feel invested in their progress and commit to full-time membership.

Final Thoughts

Growing your BJJ gym isn’t just about just running ads, it’s about creating real experiences that get people through the door.

A smart combination is to use paid ads with live events to fill you gym with new leads.

Pick one of these events to run each month. Promote it on social media, through email, and in person, and have a clear plan to convert attendees into members.

Make sure you collect every leads email and phone number so you can personally follow up after each event. The sales are made in the follow up.

If you need help planning or promoting your next event, book a call!