A common misconception is that BJJ gym owner lacking notable titles can’t compete with a nearby gym run by a world champ.
This couldn’t be further from the truth, and in fact, matters zero percent when building a successful BJJ business.
I’ve worked with all types of gym owners, from multi-time world champs to no-name brown belts in small towns.
Do the titles and names help with building your school?
Yes, but a million dollar BJJ business isn’t out of reach for anyone.
Here’s why, and how to build a profitable BJJ gym even if you’re not a world champ.
Perception Is Everything
When someone completely new to jiu-jitsu is considering the martial art, they have no frame of reference when it comes to big names, effective styles, or literally anything else related to BJJ.
The only name they may know is Gracie, which is why Gracie Barra has been so successful at building a mega association.
To outsiders, many only remember the skinny guy in the "karate" uniform who won all the early UFC events.
Many don’t even realize that there is no striking in BJJ.
All they know is your school offers a martial art and they’re curious about it.
It’s your job to sell them on the benefits of training jiu-jitsu as a whole, not on who you are or you accomplishments.
Remember, being a black belt world champion is a feature, not a benefit of training at a particular school.
Focus On Your Benefits
It’s important to remember to sell the benefits of BJJ, not the features, when marketing your gym.
The benefits are the actual things a customer takes away from using your service. It’s the increased self-esteem and confidence, the healthier mind and body, and the social connection from being part of an engaged group.
Benefits solve problems and provide value.
Features are the things that help deliver the benefits.
Your brand new mat space, men’s and women’s showers, accommodating schedule, diverse class offering, and black belt world titles are features.
They are the things that help people get to the benefits.
Keep the benefits front and center in your marketing.
Setting Your Gym Apart
If you are a black belt world champion, absolutely highlight that in your marketing.
Use whatever unique selling proposition you have to improve the attractiveness of your gym.
If you are a world champ, talk about the success your students have had in local competitions. If you're military owned and operated, highlight that. Or, if you're the only gym in the area to offer women-only classes, make it known.
These are all features, however, they can help differentiate you from your local competitors.
Are you the only black belt in the area who also has a rank in Judo?
Are you the only gym with classes on Sundays? Yoga, fitness, mommy bootcamps?
These things can certainly help, but nothing will sell like testimonials of people whose lives have been completely transformed by joining your gym.
Final Thoughts
Do world champions have an advantage when running a BJJ gym? They should, but I’ve seen black belt champs struggle to build profitable businesses despite their competition success.
And it certainly doesn’t mean that if you aren't, that you can’t compete in the same market.
You can win with better systems, better community, better customer service, and better reviews.
Out work your competition by creating better content, truly caring about your students, and being relentless in improving your product.
There are plenty of leads and potential members in nearly every market.
By selling the benefits, consistently providing value, and continually improving your business processes, you’ll never have to worry about your competition.
To get more articles like this emailed to you weekly, sign up here.
Comments