Mark Russo, COO of Amerikick Martial Arts, is an expert at retention strategies. He'll take you through best practices, real examples and actionable tips.

1. Championsway
Perfectmind Webinar
Student Retention By Mark Russo

2. ● Started Martial Arts Career at age 10 in Traditional Tang
Soo Do with a strict Korean Instructor
● Taught my first karate class at 15
● Opened my first karate school in Philadelphia at age 20
● Was a sport karate competitor, NASKA, NBL, WSKF
● Promoted my first National karate tournament at 26
● Directly trained with martial arts pioneers; Ed Parker, Joe
Lewis, Remy Presas, Joe Palanzo, Dennis Tosten
● Multi-location owner, 3 schools 800 students, at age 30.
● Vice President of Amerikick at age 35
● Currently CO-CEO of Amerikick Martial Arts
● Former Stuntman and SAG member
● Former member of EFC, AAC, UP, Napma
● Current Board of Director for NASKA
● Husband and Father of 2
Mark Russo

3. What Causes Student To Quit?
Bored. Lack of interested. Not progressing. Class not
exciting. Doing the same thing over and over again.
● We need to be masters of disguising repetition.
● Lesson plans must be amazing and top Priority!
● Instructors must be personable and caring. Create
bonds with the students
● Students must progress at a regular rate! On time all
the time!

4. What Causes Student To Quit?
Time. Too Many Other Activities
● More children do more activities today! Competing against sports,
friends, other activities, life, family, siblings
● We need to constantly sell the benefits of martial arts training to
students and parents.
○ “Martial Arts is more than just kicking and punching. It is Lesson For Life, Life
Skills”
○ “There is no other sport or activity that teaches health and fitness, focus and
confidence and life saving defense skills”
○ “There is no other sport or activity that families can do together”
● We must set goals for our students and help them achieve them.
● Prevent students from getting “Out Of The Routine”. Private
lessons. Extra Help classes. Make Up classes. W.I.T>

5. What Causes Student To Quit?
Class Schedule. This can make or break a school
● Your schedule must be varied and attainable for families and children.
● Assigning student classes versus allowing students open class permissions.
What works?
● Your class times must be varied for early and later times. 6:00 pm is the median.
● Your core curriculum classes must be offered every day 5 days per week.
● Update your class schedule 3-4 times per year or seasonally. Adjusting for high
and low programs and enrollments. Make adjustments accordingly.
● Your schedule should allow students on upgraded memberships to attend multi
classes in one day.
● Your schedule should include make up/refresher classes for students who miss.

6. What Causes Student To Quit?
Medical. Injury.
● Safety First! One minor injury can cause a students to quit.
Sparring, Extreme Martial Arts. If you don’t know it, don’t teach it.
Sensei YouTube!
● Recognize students limitations.
● Use appropriate lesson plans for kids, adults, tots, beginners, etc.
● Overtraining can cause student's injury or to put their life on hold.
Limit new beginner students to a minimum number of
weekly/monthly classes.

7. What Causes Student To Quit?
Financial Issues.
● Find out if the real reason is money or something else.
● You can always work around a financial issues. Give
a discount or a break on tuition.
● It may issues beyond your control.
● Has the finances outweighed the benefits?
● Your staff must be experts in communicating the
important benefits of martial arts training.

8. What Causes Student To Quit?
Bad Experience.
● Hit in Sparring class. Not testing well. Embarrassed.
● Staff must be experts in reading body language.
● The quicker you can rectify the bad experience the
better your chance of saving the student.
● Weekly staff meetings are a must in reviewing and
talking about students.

9. Utilize Automation!
PM’s Ratings System catches students before they quit
● What is A, B, C
● Why is it important to know?
● Automated Emails set and triggered to C rated students
● Reports will help you identify B and C student so you can set
action plans with your staff.
○ Student talks. Parent talks.
○ Private lessons. Xtra help sessions.

10. Utilize Automation!
Take Attendance from the Mat or dedication Stations for powerful
information and solutions
● You need this information to take actions right away
● You can email/text students who did or did not attend class right
on the mat
● You can see the students A, B, C ratings and which students
need attention
● You can see rank readiness or if a stripe is due.
● As the owner or head instructor, you can review and know
which students have been in which classes.

11. Utilize Automation!
Check In Stations will allow greater ease for attendance tracking
● Alerts and notifications will allow you to stay on to of a student's
birthday! Give them a shout out. Let them lead class. Give
them a gift certificate to the proshop.
● Renew notifications as soon as they check in! When you have
a larger school with multiple classes this is huge. Stay on top of
renewals or upgrade memberships.

12. Do you know your numbers?
● Number of new enrolled students
● Number of cancelled students
● Number of net students
● Cancel percentages (number of canceled divided by
active count)
● Top schools average 3-5% cancelled

13. Pyramid vs Reverse Pyramid vs Square
Black
Red
Brown
Green
Blue
Purple
Orange
Yellow
White
Strong Retention
with Strong
business
Which shape is your school?
Weak
Retention
Strong
Retention

14. You must have super star classes!Class should be high energy, motivating and
exciting.
Your classes must be consistent and follow similar
lesson plans and teach curriculums/what
students need to promote.
Your classes must be taught professionally. Start
on time and end on time
Your instructors must be professional, caring,
skilled and have a personality!
Student must leave every class with a positive
experience, excited and educated.
You must include life skill/character development,
huddle discussions and or message of the
week.
No down time! No sitting!

15. You must have amazing Tests and GraduationsTest week every 4-5 weeks. Belt Graduations Fri nights or Sat
afternoons
Belt Graduations are the single most important event at your
school every month. They showcase your product!
1/3 of your student body should graduate to a new belt every
month
All students should earn/promote a stripe every month.
Students must receive recognition during tests and graduations
through awards and promotions and demonstrations.
Test lists should be created/posted months in advance for
students and instructors
Never fail a student in public, only in private.
Students should earn a stripe every month
Offer make up tests for students who miss

16. You must have special events monthlySpecial events are huge retention tools. The more friends
students make the more bonds will be created keeping part of
your school.
Offer 1-2 free events and 1-2 paid events
Guest instructors, Pizza Parties. End of School Year, Holiday
Celebrations, Specialty training class, etc.
Fun Nights/PNO. Every month.
Events for younger children, events for teens, adults and families.
Seminars, Tournaments, Picnics, Paintball, Swim Parties, etc
Fund Raisers, Charities
Community events like Safety Classes, Anti-Bully Classes,
Women's SD, etc.
Make your school the “Place To Be” in your community/town

17. You must have specialty classes/programs
Specialty classes increase skills and motivation. They
are income generators.
Black Belt Club, Master Club Training.Weapons Use a
Variety. Sport Karate Weapons. Traditional
Weapons.
Sparring Class separated for Beginner and Advanced
or by ages.
Competition/Tournament Training
Amerikick Extreme Evolution Martial Arts
These classes can be both paid and non paid
Traditional Martial Arts, Fitness/Cross Training, Yoga,
Fitness Kickboxing

18. Leadership Teams create a future for your advanced level students
Leadership Teams create value for existing programs
Use Team members for class helpers, special events, birthday parties,
etc.
All parents want their child to be a leader and develop leadership
qualities
Team members motivate other students and are excellent role models
All your paid staff should be recruited from leadership team members.
Hiring from within is much stronger than hiring externally.
Have a weekly/monthly Leadership training class.
You must have a Leadership Team

19. You must have a Demonstration Team
Demo Teams are the physical representation of your product.
Successful schools have multiple teams; beginner, advanced, black belt etc.
95% of students aspire to be a the demo team and 95% of them can make it.
Have your demo team perform at your monthly Belt Graduations, Open
Houses, Birthday Parties
Outside events, Fairs, Parades, etc
Tournaments and competition events, talent shows

20. Your black belt must be part of a Team
Have a proactive ranking system
Junior black belts will get bored after years of
training.
Find out their hot buttons and get them on a team
Demo, Leadership, Competition, Fight Club,
Extreme Martial Arts, Different Style.
Adult Black Belts are either paying for classes or
helping teach or a combination of both

21. Your staff must implement Retention ActsStandard Acts include: C student lists, 1 week and 2 week +
missed class calls, Great Job Notes, Miss You Cards, Follow
Up Calls/Emails. Emails versus calls.
Staff must be able to read body language
Staff must be able to give 1 minute praise to students and
parents
Staff must use student names multiple times in classes
Staff must create a private lesson experience in a group class
environment
Staff must motivate and educate every student, regardless of
favorites
Staff must recognize and reward student in all classes.

22. You, Staff, School must convey the
important benefits of martial arts trainingThe philosophy of your school what is it? Fun,
Family, Friendly. Building tomorrow leaders
today. Leaders in our communities.
Martial Arts is the solution to everything. Everyone
can benefit!
Staff must be able to educate students and parents
the importance of training, goal setting and stick-
to-it-tive-ness.
Staff must use power words like Respect,
Confidence, Self Control, Courtesy,
Perseverance
Constant promotion on the mental and spiritual
benefits of training should be included in every
class, announcements, special event, marketing
materials, etc.

23. Thank You!
Championsway Team. Master Farid and
Vahid
Mentors Dennis Tosten, Bob Leiker,
Sharon Tosten
Family, Friends and Partners
All the webinar attendees
Contact Mark Russo
markrusso@amerikick.com