Hey everyone, it’s Donovan here. If you’re running a martial arts school and feeling like you’re leaving money on the table every month, you’re not alone. I’ve worked with hundreds of dojo owners just like you, helping them boost memberships and revenue without burning out or resorting to gimmicks. Today, I want to share four straightforward ways to get more cash flowing from your existing students. These aren’t fluffy ideas; they’re tested systems that my highest-earning clients use to maximise profits.
Before we dive in, a quick disclaimer: only use these if you actually want to make more money. If you’re happy with less in the bank, skip this entirely. I’ll walk you through them in reverse order, saving the best for last. These last two are game-changers; they’ll deliver the biggest returns in the shortest time.
Stick with me, and by the end, you’ll have actionable steps to implement right away.
Let's start with the basics.
Strategy 1: Increase Your Prices
This one is obvious, but most school owners aren’t charging enough. I see average prices around £39, £49, or £59 a month for three classes a week, often with tiered options like once-a-week or unlimited. The top-performing clubs charge more—think £49, £59, £79, or even £97 per month.
Why does this matter? If competing schools charge higher and attract as many or more students, they have extra cash to reinvest in advertising, pulling ahead while you’re stuck. If you’re at £20 a month and wondering why profits are slim, raising prices is your first move. Don’t jump drastically; test a small increase and see how it lands. In my experience, students value quality instruction and stick around when they see the benefits.
Increase Your Prices
This one is obvious, but most school owners aren't charging enough. I see average prices around £39, £49, or £59 a month for three classes a week, often with tiered options like once-a-week or unlimited.
The top-performing clubs charge more—think £49, £59, £79, or even £97 per month.
Why does this matter? If competing schools charge higher and attract as many or more students, they have extra cash to reinvest in advertising, pulling ahead while you're stuck.
If you're at £20 a month and wondering why profits are slim, raising prices is your first move. Don't jump drastically; test a small increase and see how it lands.
In my experience, students value quality instruction and stick around when they see the benefits.
Action Step: Review your current pricing against competitors. Start with a modest £5-£10 increase on new memberships and measure retention—you'll likely find students care more about value than price.
Implement a Joining Fee
Here's a great way to boost upfront revenue without upsetting current members. When new students sign up, add a £49 joining fee that includes gear like gloves or a uniform. Aim for at least £20-30 profit per signup.
That's £3,600 yearly cash you can reinvest in growth.
Many successful schools charge £99 upfront and funnel it straight into ads for more signups. Students feel they're getting value, and you build a buffer. I've seen clubs shy away from this, but those who embrace it grow faster.
Sell Courses to Existing Members
Credit where it's due—this idea came from Alex at Black Dog Brazilian Jiu-Jitsu. He's collected an extra £3,000 leading up to Christmas by offering specialized courses to his current students.
Here's how it works: if you do private training (PTs) at £60 an hour, many members can't afford that. Cut the price in half to £30, but make it group-based—one instructor for a small class.
Alex earns £300 per hour with 10 participants
Result? Members pay less per hour but love the value. Alex earns £300 per hour with 10 participants—£3,000 for 10 hours total. It's a win-win: they improve skills, he works less and earns more.
If PTs are eating your time, steal this. For kickboxing or MMA, create a "Knockout Defense" course or similar. Charge half your PT rate, cap at 10, and watch the cash roll in.
Offer Higher-Tier Memberships
This is my favorite—it's simple and insanely effective. Approach your current students with limited higher-tier options: two one-year memberships, one five-year, and one lifetime.
If two take the one-year offer, that's £950 instantly. For five-year, price at £3,000 (work out your discount). Lifetime? Set it high but appealing.
No one bites? No loss. But push it, and someone will. I know owners selling 10 one-years, 3-5 five-years, and 1-2 lifetimes annually.
Typical annual results from higher-tier memberships:
Expenses: £0 (They're existing members)
Use Black Friday or holidays to promote without cheap uniforms eating profits. These are pure revenue opportunities with zero additional cost.
Low effort, high reward. Simply email your list with limited spots. No extra work, no inventory, just immediate cash flow from existing members.
More work but added value. Create specialized training programs. Students get better results, you earn premium rates per hour.
These two strategies shine for quick wins. Either way, you'll collect more from students you already have. The money is in your existing member base—you just need to give them the opportunity to invest more.
Wrapping up, what’s your biggest revenue challenge? Drop it in the comments, I’ll reply personally. If this helped, like, subscribe, and share with fellow owners. Let’s build sustainable dojos together. Have an amazing day!
