I used to think discounts were the fastest way to get students in the door, free weeks, waived registrations, half-off uniforms. But after adding it all up, we realized we were giving away thousands every year with no long-term stability. Students attracted by discounts were quick to leave or jump s...

Every year, we see owners who plan to “start marketing after Labor Day” because they think fall rush begins with the school year. But Paul and I have learned the hard way: parents plan weeks before classes start. By September, schedules are set, and you’re too late.

In our own gym, the difference b...

Few things are more gut-wrenching than driving past a belt factory parking lot packed with cars while your own classes struggle to fill. It’s even worse knowing what they’re teaching isn’t worth the belts they hand out.

I’ve stood there in my own empty lobby, wondering: How can families not see wha...

This one hurts: Parents don’t always choose the best school for their kids. They choose the school they see first, and the one that looks like it has its act together online.

It’s painful because you might have world-class instruction, decades of experience, and a facility that’s spotless, but if y...

I used to think word of mouth was my superpower. When students and parents were raving about our academy, referrals poured in. It felt like we were unstoppable.

But then a couple families moved. A few students took the summer off. Suddenly, the once-reliable stream of new sign-ups dried up overnigh...

It’s easy to think the biggest threats to your gym are obvious, like a new school opening nearby or a bad coach ruining your reputation. But the real threat isn’t dramatic or sudden: it’s the slow, creeping damage of invisibility.

I remember obsessing over details inside the academy, perfecting the...