The First 90 Days: Where BJJ Retention is Won or Lost

For Brazilian Jiu-Jitsu gyms, new student sign-ups feel like wins—but the real battle is keeping them.

Research and experience show that the first 90 days of a student’s membership are the most critical for long-term retention.

Why? Because this is when excitement fades and the real challenges begin—sore bodies, confusing techniques, and the intimidation of rolling with more experienced partners.

If students feel unsupported or disconnected during this window, they’re far more likely to drop off. You must deliver on the promise you sold them in the free trial.

Here’s what you, as a gym owner, can do to win the first 90 days:

1. Have a Clear Onboarding Process

Start with a warm welcome. Give new students a roadmap: what to expect, how classes work, basic etiquette, and when they can expect to roll.

Eliminate guesswork—it builds confidence.

I recommend using an email automation sequence for this to take the work out and put it on autopilot.

A 5 to 10 email onboarding sequence can be set up once and deliver returns for you indefinitely.

2. Assign an Accountability Buddy

This tactic has worked well with traditional fitness gyms, but it could be even more successful for BJJ schools, as the intimidation and uncertainly is even greater when joining.

Pair new members with a more experienced student or coach. You could pair white belts with blue belts, or even more experienced white belts.

This helps them feel connected and gives them someone to go to with questions or doubts.

It also gives purpose to the more experienced member, which connects them deeper to your gym and community.

3. Check In Regularly

Use automated emails, texts, or personal check-ins at the 2-week, 30-day, and 60-day marks.

This is a vital tactic that many BJJ gyms miss, but can pay dividends in the long run.

Ask how training is going, how you can help, and offer encouragement or guidance when needed.

4. Celebrate Small Wins

Give shout-outs for class attendance milestones, first stripes, or even just showing up consistently.

Stripes are a built-in retention mechanism that keep members motivated and on track.

Post photos of these wins on social media, even if it's only to the Instagram story.

Recognition builds momentum.

5. Build Community Early

Invite new members to open mats, team events, or post-training hangouts. People stay where they feel like they belong.

Retention doesn’t just happen. It’s built—especially in those first three months.

Make your onboarding intentional, create touchpoints, and foster relationships.

Do that, and you won’t just gain members—you’ll build a thriving, loyal community.

Final Thoughts

The first 90 days are crucial for long term retention of new students.

Applying these tactics will help retain members longer, but the first step is to track and see exactly when new members are starting to fall off.

It could be sooner or even later, around the 6 month or 1 year mark.

Keeping an eye on this metric, then using these methods to keep students on longer will help lift your retention rate and average lifetime-value, meaning more revenue overall.

If you need help with improving your retention rate, contact us.