Tune in as George Fourie from Martial Arts Media™ covers Marketing Tips and Strategies for Martial Arts Business and School Owners. Get modern ideas from the digital world for lead generation and retention. Guest interviews with successful industry experts.
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October 13, 2026Episode 17211 min
Half-Pregnant Martial Arts Marketing
2 martial arts schools, almost identical Facebook ads. One grows with lead quality climbing, the other struggles and complains. Here's the difference, and why you can't be half-pregnant with your marketing. Marketing for martial arts schools: https://martialartsmedia.com Download the PDF transcript and show notes: https://martialartsmedia.com/172-half-pregnant-martial-arts-marketing In this Martial Arts Media™ Business Podcast: 0:00 Why martial arts schools running almost identical Facebook ads get opposite results 1:49 850 leads and no automations: why martial arts leads go cold fast 4:19 How automations build a relationship with martial arts prospects before they walk in 6:02 Why Facebook needs real photos and videos from inside your martial arts school 7:28 Why AI-generated flyers make your martial arts school blend into the newsfeed 8:56 Why martial arts school owners can't be half-pregnant: pixel, conversion API, lead quality You might also like: Martial Arts Marketing is Broken (And What to Do About It) https://martialartsmedia.com/171-martial-arts-marketing-is-broken Connect with me: https://instagram.com/georgefourie
August 19, 2026Episode 17114 min
Martial Arts Marketing is Broken (And What to Do About It)
Martial arts ads, Social media, website, email, SEO - 5 systems going in 5 different directions. That's why growth for school owners feels like a grind. Here's how to do it all-in-one. IN THIS EPISODE: Why hiring a student to "just post" on socials quietly costs you money The broken agency model, and why no school should be 100% dependent on one How a cheap or DIY website becomes your worst-performing salesman, 24/7 Why most school email is only good for landing in spam The truth about SEO guys who rank you for terms nobody searches Why five disconnected systems can never add up to more students, and what an operating system actually looks like instead * If you need ongoing help with marketing your school, go to https://martialartsmedia.com
May 24, 202342 min
144 – Building A Strong Martial Arts Community: Insights From Professional Fighter And Gym Owner Damien Brown
Damien Brown, a UFC fighter-turned-gym owner, shares his journey of transitioning from the octagon to entrepreneurship. He reveals his secrets to success in both the fighting world and the martial arts business realm. IN THIS EPISODE: Damien Brown's journey from a UFC fighter and military man to a martial arts business owner Base Training Centre’s most successful marketing strategy for generating students consistently How short-term commitments, like training camps, work well for marketing jiu-jitsu How to ensure children between the ages of 4 to 13 love jiu-jitsu until they turn 16 Opening new locations by gut instinct and finding the right partners and locations And more *Need help growing your martial arts school? Start Here . TRANSCRIPTION My job is to make sure that any child between the age of four and 13 loves jiu-jitsu until they turn 16. If I'm too hard on them and they hate it and they don't like it, they leave. My job is to make sure that I teach them jiu-jitsu but I make sure they have enough fun that they want to stay in jiu-jitsu until they're 16. When they're 16 they get graded as an adult, they start learning as an adult. It's a little bit different. They get to make their own choices. But if I can make them enjoy it that much that they stay from the age of four until 16, then I've now got a long-term member, I've got a kid that's done jiu-jitsu for 12 years that's now going to get a blue belt and go on to be a great adult addition to my gym. GEORGE: Good day. George Fourie here. Welcome to the Martial Arts Media™ Business Podcast. Today I'm joined by a professional MMA fighter, UFC Fighter, and owner of Base Training Centre in Brisbane, Damien Brown. Welcome to the show. DAMIEN : Hey, man. Thanks for having me. Appreciate it. GEORGE: Good stuff. You've had a complete career between martial arts and your business. But before we get into the good stuff, a question I always like to ask upfront is, what's been your go-to marketing strategy, the thing that you guys do that generates the most students for you on a consistent basis? Consistently or that one thing that's the hook. DAMIEN : Typically, the greatest marketing strategy we had was Facebook Ads. Social media is so big now. If you're not using it then you, you're either behind the times or you're just too stubborn to do it. Potentially, you don't know what you're doing so you outsource it. I'm a massive believer in outsourcing anything that's not your line of expertise. I just think that everyone should be advertising on social media.
November 16, 202247 min
138 – Building A Thriving Martial Arts Business For Generational Wealth
Michael Scott shares the 3 core areas he focuses on for a fulfilled life, and building a martial arts business that fuels generational wealth. IN THIS EPISODE: Are Google Ads getting better results than Facebook Ads? Having an exit strategy when retiring from your martial arts business Your martial arts business as a vehicle to build generational wealth Having an accountability partner you can trust and who supports your goal Why have membership contracts And more *Need help growing your martial arts school? Learn More Here . TRANSCRIPTION GEORGE: Hey, it's George Fourie. Welcome to the Martial Arts Media™ Business Podcast . Another great interview for you today. Michael Scott from CMA Campbelltown Martial Arts in New South Wales. So I've known Michael for a little while. We've been working together in our Partners Group. When you meet someone and they're not the front of the conversation, but when they speak, you want to listen because it's always packed with wisdom. In fact, at the end of last year, we did something fun in our Partners Group and we gave out awards within the group, and Michael was named the Wisdom Whisperer, and just for that reason, sits back, observes the conversation, but when he speaks, it's packed with wisdom. Now, Michael talks about the three areas that he focuses on his life way beyond martial arts and actually how he has used his martial arts business as a vehicle to grow wealth and build generational wealth, and talks about investment strategies and things that he does after that. So, you're going to love it.
April 20, 202213 min
130 – How To Attract More Adult Martial Arts Students
If you’re struggling to attract adult martial arts students through your paid ad campaigns, try this instead. IN THIS EPISODE: Do this before running adult martial arts ad campaigns How to cross-promote martial arts to adults Upsell to students without sleaziness The perfect time to cross-promote to adults Do this if your adult ad campaigns aren't working 9 Conversation starters that lead to more martial arts students And more *Need help growing your martial arts school? Learn More Here. TRANSCRIPTION Hey, it's George Fourie. Welcome to the Martial Arts Media™ Business Podcast. In today's episode, we're going to be talking about how to attract more adult students. How to get more adult students on the mats, and what to do if your adult ad campaigns aren't working. This is a conversation and question that comes up often, and we are going to dive into the details, and I'm going to give you a simple, simple solution on how to do this. You're probably going to kick yourself when you hear it, but it's that simple. But in order to execute the simple strategy, we're going to have to take a bit of a broader approach and give some context about how the whole strategy works and fits together. Make sure you hang around to the end, and I'll share with you a really cool PDF resource with nine different conversation starter strategies that can elevate this process and get you much better results. All right, let's jump in. Not sure what this is like for you, but most successful owners that we work with, and the school owners that have got a fair amount of solid student base, don't really struggle to attract the kids. It's more a question of how do we get more adults training and how do we get more adults on the mat? Now, there is the rare case that this is in reverse. Right? Depending on what type of club you run and what type of style you have, what type of style you teach, maybe your focus is 100% adults and not so much kids. There's obviously the rare occasion. But generally speaking, this is the case. What do you do if you want to attract new adult students? We talk about this in our Partners group often. And typically when we start working with school owners and we start looking at the online process of how we going to attract the right students, increase the signups and retain more members, it's easy to lean towards, the adults is the student base that we need, and so if we want to go run ad campaigns we want to run directly for adults. Now this could be both good, but also not so good, because if you've never actually run ad campaigns before, running it for adults is way harder. Right? It is way harder to run ad campaigns for adults. If you haven't mastered the process yet, then it would be a bit harder. It's always better to start with what's easier, what works, which is campaigns for the kids, and then graduate yourself up to running ads for adults. The only reason for this is just getting used to and accustomed to the system. Well, how do we pick the right ads? What is the right media, the right images? How do we split test them? How do we make sure that we pick the right one so that we reduce our cost per lead? And then how does the whole follow up work? Now, most school owners like yourself don't really have a problem signing people up when they show up and when they're in front of you, but you've still got to get them to show up. Working that whole process of making sure that all the leads that you speak to are actually going to show up, and you can take the whole process from there...
July 16, 202214 min
133 – Should You Have Prices Listed On Your Martial Arts Website? (Round 2)
Here’s my attempt to end the age-old debate about the pros and cons of having your club fees listed on your martial arts website. N THIS EPISODE: The honesty vs dishonesty debate about prices on martial arts websites The pros and cons of listing prices on your martial arts website Getting the best results from your martial arts website How an irresistible martial arts offer boosts your conversions When is it actually a good idea to list prices on your martial arts website? And more *Need help growing your martial arts school? Learn More Here . TRANSCRIPTION Hey, it's George Fourie. Welcome to the Martial Arts Media™ Business Podcast. Today, I'm going to revise one of my first podcast episodes discussing, should you have your prices listed on your martial arts website? Should you have your club fees listed? If you don't, what should you have listed? And if you do, how does that impact your sales and your conversions? And if you don't, are you just hiding stuff and being all weird? All right. Let's dive in. Make sure you stick to the end, and I'll share with you a cool resource that you can have on your website that boosts your conversions and helps you sign up more students. All right. Let's dive in. Having your prices listed on your martial arts website, should you do it or shouldn't you do it? I see this topic come up often, and I just dug through the archives of the Martial Arts Media™ Business Podcast, and I actually covered this on episode number four , my fourth podcast. It was 2016. And I wanted to have a look if my stance has changed on it. And I could say, "No, it hasn't," but I want to give some context to what that stance was and where the exceptions to the rules are. First up, short answer, is it a good idea to have your prices listed on your website? No, it's not a good idea. Now, what I've been noticing over the years is people get really weird when you say that. People go the whole honesty and dishonesty route. People get really angry about this, that if you don't put your prices on your website, you're hiding stuff, and you're not being ethical, and you're being sleazy. And it gets really nasty, which I find really odd and weird. I want to explain the psychology of why it's actually not a good idea to have your prices listed on your website, and it's actually the reverse. If you don't have your prices on your website, you are serving your potential prospects way better. You are able to establish way more value around what it is that you provide. Let's dive into a few scenarios. As a recap of what is discussed in episode four, in the younger version, I had no beard and maybe the camera's a bit better. Hopefully, I've got this podcast thing a bit smoother, more relaxed, and better after a couple of years down. All right, let's just cover one scenario. You've got a mom sitting in front of her computer. She's thinking about enrolling her child in martial arts. In context, she's never done martial arts before, she doesn't understand it, somebody might have told her it's a good idea, somebody might have mentioned it and said, "The benefits are X, Y, Z," or she's done some Googling and researching, or maybe she's got a child that's being bullied. She's kind of figured out that martial arts could be a good thing for her child, but she knows nothing about it.
January 6, 202211 min
124 – Free Trials Vs Paid Trials For Martial Arts: Which Works Better Between Facebook & Google?
Even if you’re biased like I am between free or paid martial arts trials, this might make you reconsider where one might be more useful than the other. IN THIS EPISODE: What’s the purpose of a trial class anyways? Why what happens before the actual enquiry matters When to use a free trial and a paid trial offer? Intent-based vs Interruption-based marketing What differences to consider when marketing on Facebook and Google And more *Need help growing your martial arts school? Learn More Here. TRANSCRIPTION Hey, George Fourie here. Welcome to the Martial Arts Media™ business podcast. In this episode, I'm going to be talking about a martial arts marketing age-old dilemma: free trials versus paid trials, which one should you be using in your social media, in your Facebook ads, your Google ads, your promotions, and so forth. So, I'm going to break it down, and the answer is actually not as straightforward as you might think, especially if you're getting good results with free trials or paid trials, and you are kind of biased towards the other. So, there's actually a place for both. So, I'm going to break down where you could potentially use the paid trial, the free trials, and a bit of the science and the logic behind why you should be using it, at which area in your marketing. Stick around to the end, I'll share with you how to, where you can download our free resource, ‘The Ultimate Facebook™ guide for Martial Arts Schools', that will help you create your next winning ad. Alright, let's jump in. So, before we dive into details of free versus paid trials, I think it's important to just discuss why a trial in the first place? I mean, we're not in the business of free and paid trials, right? We're in the business of signing up students; and if a student stays with us for one year to two years to three years, I mean, that's really where things are at, right? So, why not just go for the marriage proposal straight-up, instead of the drink at the bar? Well, it's really just that, right? We kind of need to start with the drink at the bar. So, what is the drink at the bar? Well, we can use a different analogy for that. But you get what I'm saying, right? So, free trial, paid trial, which is going to work best? Well, it's going to depend on what happens before the trial. So, how are they actually entering into your world? And where are the inquiries coming from? So, let's take the first example. Let's say somebody walks into your school, they walk into your school, and the conversation goes, “Hey, I'm, you know, been walking past the school and had a look at your website and had a look at- I've seen your posts on social media, and I wouldn't mind giving it a try and seeing if it will work for me.” So, what do you do in that situation? Well, you could present your paid trial, if that's something that you do. But what if a person like that is not keen to pay something just yet? And they just want to try it out? And maybe it's not the money at all, it's just, they just want to give it a go. They're just not sure, right? What would you do in that scenario? Is it- should you be enforcing a paid trial? You could… or why not just give away a free trial and let them try it out, right? Because whether they, I mean, the hard work is done – they've actually walked through the door. From there, you know, how they get to being a member, is really up to you and your sales process, and we'll talk a bit more about that as well. In a sense of that, that's where a free trial could work great, right? Somebody walked in, and they just wanted to give it a try..
August 29, 202136 min
120 – 3 Martial Arts Photo Mistakes That’s Hurting Your Brand And Reputation
If a picture says 1,000 words, what are yours saying about your martial arts school? Martial Arts photographer, Francine Schaepper, shares 3 pitfalls to avoid that could tarnish your brand and reputation. IN THIS EPISODE: The costly mistake that school owners make with random photos Why use a vision board to strategize your martial arts photos How to create attention grabbing martial arts photos for Facebook ads Forget ‘message to market match’ – think ‘photo to market match’ The Power of Pictures: How to use them to communicate your message And more *Need help growing your martial arts school? Learn More Here . TRANSCRIPTION There's a lot of mistakes you can make, and we're not talking about technical mistakes here. You know, the how to, that's a whole different story. But the main mistake that I see is that a lot of martial arts schools who are owners don't have a plan when it comes to photography, they have no plan. There's very little purpose behind when they take photos or how to take photos. And then also because of the first two, then there's no message, or there's a wrong message which can really greatly damage your school and your image really. GEORGE: Hey, it's George here from martialartsmedia.com and welcome to the Martial Arts Media™ business podcast. So, I got a repeat guest with me today. Good day Francine. FRANCINE: Hello. GEORGE: Hello Francine. Francine Schaepper from Martial Arts Photography International . We've got a great episode lined up for you today, and we're going to talk about the three martial arts photo mistakes that's hurting your brand. So photos that you might take in the school, training, photos that you're using for ads and promotions and three mistakes that you should avoid and how it could be tarnishing your reputation and your brand. We've also got a great download with this episode with a short little instructional video. So I'll give you all the details on how you can get that. But first up, if you haven't listened to podcast one or two, you can go listen to that and get the full story about Francine. I think we spoke a lot about that and a bunch of other things, but for now, Francine, if you could give us just a two minute background, who you are and we'll go from there. FRANCINE: Okay. I'm Francine. I am a martial artist of 20 years myself. So I've been training in different styles, it's kind of my passion. Well, it's not kind of my passion, it is my passion and I am a professional photographer as well. So at some point it merged. I created my niche and I've been taking photos for martial arts schools for, I don't know, maybe six, seven years. Yeah. I've got thousands and thousands of photos of martial arts and martial artists in my database. Yeah, I love doing it. So it's an awesome industry to be working in. GEORGE: Okay. So let's talk about photos. Now, depending on the state of the union, the state of your country within martial arts where you're at, what I'm referring to is whether you've got restrictions or lockdown or so forth, chances are you might not have a professional photographer on hand that could take photos and a lot of people are just doing it themselves. I mean, smartphones are so good. Actually Francine and I created a course, the Smartphone Photography Masterclass , which is all about taking photos with a phone. So phones are really … it's kind of all you need, but it's not just about point and click, right? There's a lot of things that … it's the little things that can make the difference. And I think what we want to really talk about today is those things that you've got to look out for and avoid. So three mistakes, what are the three top mistakes that you see martial arts school owners make when taking photos that's tarnishing the brand and reputation? FRANCINE: There's a lot of mistakes you can make, and we're not talking about technical mistakes here. You know, the how to, that's a whole different story. But the main mistake that I see is that a lot of martial arts schools who are owners don't have a plan when it comes to photography, they have no plan. There's very little purpose behind when they take photos or how to take photos. And then also because of the first two, then there's no message, or there's a wrong message, which can really greatly damage your school and your image really...
June 10, 20219 min
116 – When The Solar Guy, A Blinds Man And A Martial Artist Cross Paths
Sometimes, life and business lessons come from strange scenarios. Here's one between a solar guy and a blinds man that's oddly related to martial arts marketing and business. IN THIS EPISODE: Why building rapport with your customers is crucial Don't sabotage your sales with wrong assumptions turn into a blind bullet How to deal with price queries and objections Why you should educate customers and promote the value proposition And more *Need help growing your martial arts school? Learn More Here . TRANSCRIPTION Sales situations and so forth – it could be weird sometimes. Let's take it where it could be, maybe the guy just had two bad appointments, and everybody gave him a lowball and said, “Hey, I can't afford this thing.” Well, maybe that happens to you in your school, right? You maybe get, do a tour with one prospect, two prospects, and maybe they're just not the right fit, or you get the same objection. Hey, George here, I hope you're well. So, I just had this really interesting episode happen at my house, and I knew there was a story in the lesson, or lesson in the story there somewhere. Just been mulling it over in my head, because it was a bit weird. It was a bit strange, and so I thought I would share the story and the lesson I got from it. So, it involves a solar guy (guy that sells solar systems), a blinds man (guy that sells blinds) and a martial artist (me). So anyway, we just moved into this new house, and we had two appointments on Saturday. One involved the solar guy to tell us about putting in the solar system and the other was a guy that's going to put up blinds at our alfresco area. Anyway, we had the meeting scheduled 90 minutes apart. And the solar guy comes in, and I don't know about you, but I'm always skeptical of any sales situation. I always like trying to spot the intent. You know, where's this guy at? Is he just trying to make a sale? Or is he actually going to actively give me sincere information? Right? So, I'm always trying to spot the intent, anyway. So, this guy comes in and he sits down and goes through the solar stuff. I asked all the questions, and you know, I'm just trying to get a clear understanding of what it involves. I don't have much knowledge on solar stuff. And anyway, so, got a lot of info from him, and I was happy with what he shared. But 20 minutes in, the door knocks and it's the blinds man, the guy that sells the blinds that walks in. And he's scheduled for an hour later, right? So, he's like 70 minutes early. Anyway, so I stay with the solar guy, and my wife starts speaking to the blinds man. And here's where the lesson comes in, right? So, he builds no rapport, he doesn't connect, he walks out to the alfresco area, and he asks, “What is your budget?” Kind of like you maybe in your school, right? How many people just ask you, “How much is it?” You know, they don't want to know anything. Anyway, well, this is a sales guy asking that. So, it's kind of like an interrogation, like, “What is your budget?” And well, my wife, she doesn't know what blinds cost, neither do I. And, and so she just, you know, pulled a figure out of thin air, just said, “I don't know. $1,000?” I mean, what do you want to say to the sales guy? “Hey, I'm prepared to spend 10, 20 grand on blinds,” or are you going to go in on the lower margin, right? So anyway, she says $1,000 and he just bases everything on that $1,000 and changes his whole positioning and just anything my wife asks, he just says, “No, that's too expensive. No, that's too expensive.” And so, first up, the appointment was scheduled so that we could learn and understand what these blinds are about and he gives us nothing. He just keeps, you know, saying that's too expensive, that. But here's what he does. He starts giving us his opinion on solar. And so he starts telling us how solar is awful and it doesn't work. It doesn't work for him in his circumstance, but he doesn't know my circumstance, right? So, lesson number two – he just assumes who we are and what we're about. Anyway, and this is where it gets weird is, he starts to depart, and he walks into the lounge area and he starts attacking this poor solar guy. We're standing back, and I'm like, “What's going on here?” And he's going on at the solar guy, what a ripoff it is, and how it doesn't work for this, it doesn't work for that...
June 15, 202154 min
117 – [Case Study] How Lindsay Guy 3x’d His Karate Business Coming Out Of Covid
Lindsay Guy is impacting many families while growing his karate business. The most important family being his own. IN THIS EPISODE: Why risk takers are the actual winners Why asking for help is good for you and your martial arts business The power of surrounding yourself with like-minded people Why repetition (of what works) in marketing is a good thing The elements of an effective Facebook ad campaign And more *Need help growing your martial arts school? Learn More Here . TRANSCRIPTION It's important that you surround yourself with positive people, people who are all wanting to head in the same direction that you're heading. Regardless of what level of school you've got, you've got guys that come on now who have got quite large schools, that are up to capacity, that are not really interested in expanding their school, but just maintaining it. Keeping up to the levels they've got and of course, they're sharing their knowledge with some of the guys who have got smaller schools. GEORGE: Hey everyone, George here, and welcome to another Martial Arts Media business podcast. I'm speaking to a guest where, I am speaking to actually for the second time today, because we were just on one of our Partners coaching calls. Lindsay was on that and we’re just jumping over to find out more about Lindsay Guy. How are you doing today, Lindsay? LINDSAY: Top of the world today, George. I feel great actually! GEORGE: Top of the world, thanks to our conversations, right? LINDSAY: Oh, absolutely. Absolutely. You wouldn't believe how I felt prior to coming on with you. Thanks, George. GEORGE: Exactly. This is the type of banter, this might set the tone for the conversation, a little bit of tongue-in-cheek, a little bit of self-praise where it's not relevant, but anyway. From my side! Anyway, so chatting today to Lindsay Guy, and wanted to bring him on to just chat about his journey in martial arts and a whole bunch of other things that we'll reveal during the interview, but I'll give a quick roundup and then I'll hand it over to you to see if you can give us, you can fill the gaps, and tell us more about you and your background in martial arts. But Lindsay Guy, 6th Dan, founder of Guy's Karate School, 6th Dan Sho Da Kan karate, 2nd Dan Taekwondo, Level 5 ISKA referee and international referee, and a whole bunch of other things. So, officially, welcome to the call, Lindsay. So, give us a bit of a roundup – just how you got started in the business, the martial arts and how things have evolved up to now. LINDSAY: Well, I guess like a lot of people, I was a bullied child. I didn't enjoy my younger years, my school days, I was a bit of a, what you call a nerd. Back in the days when guys had long hair, I was a kid with short hair and glasses and big ears sticking out. So, wasn't really what you'd call a trendsetter at the time. Or maybe I was a trendsetter at the time, I just didn't know about it. But I remember I was sitting in my house, I was about 20 years old, sitting in my house and I came across an article in a newspaper about some guys who are going to a tournament with one of the local karate schools, and I thought I wouldn't mind trying that. So, at the end of the ad, of course, it had the details on how to contact the instructor if you're interested in studying karate. So, I gave this guy a call and went down to start to train with him. I remember on the first night he said, “Look, these guys are going to a tournament. So, we actually might use you as a bit of a partner, so put these gloves on. You can be a bit of a training partner for these guys.” Now, I've never punched anybody in my life. And yet, here's this guy, got those gloves on. And I continued to go back until about, I guess it was about two months later, when he came to me and he said, “Look”, he was a Swiss German, so he had this very strong accent and everything that he said, he still says, just sounds cranky all the time. And he said to me, “Look, you're never going to learn karate. You're stupid.” He said, “You just go home. Don't come back. Don't waste my time.” And I went, “Really?” And he went, “Yeah, yeah, yeah – you're just stupid, go away.” So, then the next night I came back and he said to me, “I told you not to come back”, and I went, “Yeah, I know, but I'm coming back.” So, years later I said to Sensei Celso, who was my instructor, I said, “Do you remember years ago when you said to me, I'm stupid, don't come back?” He said, “Yeah, I remember that.” And I said, “So, why would you say that?” He said, “I recognized some potential in you, and I just wanted to see whether you really wanted to learn karate. So, if you came back, you proved to me that you're genuine, you wanted to learn, and if you didn't come back,” he said, “Well, you just proved that you really weren't that keen on it.” So, that's how we started off...
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