Goal Smashing: How Jiu Jitsu Teachers Can Help Students

 As a Jiu Jitsu coach (teacher) and owner of my own academy (school), one of my primary roles is to facilitate and help "goal smashing". Goal Smashing is the process of helping a student meet and then smash a desired outcome. We all have goals but they tend to be as different as the people who set them. As coaches, we are presented with dozens, if not hundreds, of goals by these same people. Some have one goal while others may have a dozen. As such, I need to categorize and file these away.

When I teach, or more specifically deal one on one in class with students, I identify what the current goal is of the student. It may be technique based. It may be health benefits. Weight Loss. Strength gain. Self Defense. Personal betterment. Professional aspirations. The list is vast.

I've learned a lot as a coach and understand that the white belts goals and the brown belt's goals are equally important. Tyically, the newer belts require more time honing those than those of the advanced belts. However, the complexity of some of the goals of the advanced belts may require more sophisticated solutions.

What are some of the current goals of my students? Let me share so you get an idea of what the dynamic is like on the mat for the 'coach'. Its more than just showing up and 'showing a move.' There is a ton of things going on in the background which no one really thinks about.

-How do I get better or work around my injury?
-How do I practice enough to get ready for my belt test?
-I am moving and I am sad leaving my gym family. How do I restart in my new city?
-I need to refine my striking for my jiu jitsu. I need more tools for self defense.
-I want to win competitions and build a resume of success to eventually open up my own academy.
-How to I stay competitive with the younger killers in the gym. Its different being over 40.
-I get anxiety when I roll because everyone comes after me because I am (stronger, better, faster) than the average student. I just want to learn and not have death matches.
-I tap all the time.I don't want to tap all the time.
-How do I become a better teacher?

Then there are goals which some students don't realize they need to tackle and that is where the coach also comes in to help. These include:

-I only go to grappling sessions and avoid technique class.
-I only go to technique class and avoid grappling class.
-I need sensitivity training and must learn to roll light.
-I need to learn when to turn it up and gain aggression when needed.
-I avoid rolling with certain people. I am selective all the time.
-I need to slow down and realize that Rome wasn't built in a day. My goals will come but I can't rush them.
-My GF/BF/Wife/Husband/Partner doesn't understand why I need Jiu Jitsu. How can I let them know.
-I have a ton of excuses why I don't show up to class but seldom tackle the real reason.


Jiu Jitsu is hard. There are so many factors. So many layers to it. When I grapple, I am facing my opponent, myself, the days events, my fatigue, my hunger, my injuries, my mental game. There is so much going on that will effect how we do in any given class. As  teachers we actually sacrifice our own training in order to help our student base. I have zero regret for doing it. I love seeing them succeed. THAT is my payoff.

I'll never be a world class competitor. At 43, and starting later in my journey, that's just they way things are. It isn't important to me. What I want is my students to smash their goals and know that I am here to help them in any way I can to make that happen.

Goals are important. Without them, you float aimlessly in the universal ocean. By your own power, you can steer your own ship....and its nice to have people to help guide along the way. I know I have had those people.

Commitment means staying loyal to what you said you were going to do long after the mood you said it has left you.

How to Use Your Student Base to Grow Your BJJ School

A common topic of conversation among martial art owners around the world is: What is the best way to market my school and get new students? Before I delve into it, I should make a disclaimer: Every city will have different market conditions and challenges. Not everything posted here will blanket all schools. Secondly, this is specifically geared to BRAZILIAN JIU JITSU schools because they seem to offer challenges that other martial arts schools do not (more on this later).

After a dozen years in the trenches teaching and owning my own academy (and having asked owners, read material and attended seminars on marketing), here are some tid bits that I hope will help you prosper in this  very tough business.

Fact: 75% of martial art schools fail within the first 5 years

The first and most important point to make is this: Without students, there is no school. I know this seems like a no brainer statement but it's something that the STUDENTS must also realize. Students at your school, at least the majority, have no idea how difficult owning a BJJ school is. They don't realize the overhead (cost) of running the academy and keeping the doors open. Most think that its an amazing art and the teacher get's to "roll all the time." What an awesome job to just do jiu jitsu huh?

They don't realize that more time is spent on marketing, paper work, paying bills, managing students, paper work, repairing the studio, paying bills, paper work, training...did I mention bills and paper work?

I believe that the student base of a schools has an obligation to help keep the doors open. On a very basic level, its members are a type of  "clan". The only way your students are going to do this is if they: 
-love jiu jitsu
-are loyal
-understand that real world considerations (cost/rent) effect training.
-understand that if there are no new students, the doors close and they will loose their training environment.

There are of course many different ways to market your school but I have noticed that in BJJ schools, word of mouth is the most important.

Your Students and Word of Mouth

There is an interesting thing that happens with word of mouth in BJJ and there is typically a short window of opportunity to capitalize on it. When a NEW student starts at your school, they will be nervous . It takes a lot to walk through those doors for the first time. After a few weeks, they will realize how awesome jiu jitsu is and will want to share their new found hobby with everyone they know. There is a window of about 6 months to a year which you need to really push incentives to get them to bring in new friends. Because after this, there is a change.

What's the change? 

They figure out that Brazilian Jiu Jitsu is VOODOO, the most awesome thing ever and they don't want to share it with the rest of the world. They want to hoard it, keep it to themselves. They realize the power it has and the no nonsense approach it brings to martial arts. Its a weird selfish thing really and you can't blame them. This usually goes on for a few years in blue belt (typically, there are always exceptions).

Then, by the time they get out of the selfish stage of "THIS IS MINE", they realize they want to go back to promoting it. However, by this stage, they have asked and told all their friends about this "Jiu Jitsu thing". They've exhausted their circle of influence and everyone who knows them is sick of hearing about "Jiu Jitsu". While these high blues and purples are the best ones to talk about BJJ, not many are willing to listen. 

At Brown Belt, the student is into the self discovery stage and are simply on a path to explore BJJ and its levels. By Black Belt, you'll speak to everyone again and ask facebook groups "how do I get students in my school? What's the best way?" It's a strange little cycle that I've seen over and over again.

So, when is the best time for students to help spread the word?

The first year of Jiu Jitsu TYPICALLY. There are, of course, super star students that always promote, but this is the exception to the rule (and this is why you must work at changing the mindset in you school to everyone).

There are ways to offer incentives to these people. There are no trade secrets in the martial art business. It comes down to hard work and understanding of your MARKET. If one of your students brings in a friend and their friend signs up for a year, give that promoting student a free month of training (it's already off set by the new student). If they bring in 6 students who sign up, give them a year free training. This type of marketing works well on a select group-those naturally good at SALES. They may tell their friends or co workers that Jiu Jitsu is amazing self defense, a great work out, a way to compete...whatever it is, they know how to sell it to their circle and they should be rewarded for it.

This doesn't work for everyone because some people have small friend or work circles. They may be shy. They may have no interest in sharing. You have to accept this but your job as an instructor is to INSPIRE your students. 

You must realize that everyone trains for different reasons. If you always push competition/sport training, you will ostracize those who want self defense training or just casual training (or a social aspect). Same goes if you are just "street self defense"-you close the door on those who want to compete. There are obviously cross overs and some like doing it for many reasons but don't limit your market potential as being known as "one type of school." Sure you may EXCEL in one area, but don't slam the door on the others.

Reasons for training:
-confidence building
-competition or sport fulfillment 
-self defense
-social interaction
-martial art interest
-hybrid reasons or others not listed above

The Challenges of Brazilian Jiu Jitsu

The mat doesn't lie. This is a common phrase that you will hear BJJ practitioners use. It means that there is no bullshitting when the rubber hits the road. Your skill set in BJJ is related to how well you do in actual sparing (otherwise known as grappling, rolling, fighting) on the mat in class. BJJ doesn't have long katas. There are no breaking of boards. It doesn't need flexibility, strength or size to work (but these will help of course). It's through sweat and thousands of repetitions  that makes it work. It's being tested by an opponent who won't just roll over or throw themselves "because it looks good and that's what you are supposed to do". 

When you grapple (wrestle for lack of a better term) with your fellow students in BJJ, you are trying to submit one another. This means you can go 100% without turning into a punch drunk dummy. BJJ acid tests everything. If it doesn't work against a resisting opponent, it's thrown out-period. 80% of martial arts today don't do that and still work on outdated training methodologies. There are of course other arts that share BJJ training ideas like judo, catch, sambo, some styles of JJJ, MMA (there are others but I'll leave it at this group for my purposes).

You may have people walk through your door looking to break boards or learn the death touch. You need to respectfully educate this new person with knowing what Jiu Jitsu is and how it differs from other arts. You need to set up a safe and good first experience on the mat. I HIGHLY suggest teaming up a new student with a good blue belt for their first class. They will be partners and the new student will be taken care of during class. DON'T match up two newbies together unless you want to blind leading the blind or injuries to happen. The new student MUST feel comfortable.

You need to realize that BJJ is uncomfortable for MOST people because it is a grappling art that has no qualms about breaking personal space. That is why karate and TKD schools do so well with most people. The non space invading, striking distance approach appeals to most people. They only know what they have seen on movies. When they see a board break, they equate that to fighting skill in the real word. But, when they get held, wrestled, and smothered in real life, they realize how horrible it is. When a grappler gets a hold of you, its like drowning on dry land.

Therefore, it takes time to get people used to this. The funny thing is, kids do really well with grappling because they have a natural propensity to wrestle.

How Long to Get a Black Belt??!!?

BJJ takes a long time to master. This is why so many quit. When most arts are giving black belts after 3 years, in BJJ, you are still a blue belt with an average of 7 more years to go until you become a black belt. 10 years doing an art where you get smashed, humbled, and rolled up takes it's toll on people. But the PAY OFF is that you gain real confidence, learn an amazing life style, meet wonderful people and understand why it is important to take time.

How the Owner can spread the Word

I've talked about the responsibility of the student in help promoting the school but the owner needs to to do his/her part. Depending on where you are in your martial art ownership journey (first year or 10th?), you may want to expand your circle to you local community college or university. This is a captive audience. Most colleges and universities have sport and rec programs. And most have martial art ones. I would strongly suggest checking out your local scene and contact the people in charge of these programs and get on board. Typically, these programs work on a semester basis and the classes taught there are once a week (12 weeks). 

University BJJ classes are a great intro. You may teach them or have one of your senior students do it. The university will pay the instructor but you need to get a minimum amount of students first. The school will post a description on their website and in their rec book about it but you will need to print up posters and plaster them around campus. You'll also need  to attend the frosh week (or whatever it is called in your city) and set up a booth with JIU JITSU stuff so you can be visible for campus students.

University programs will on average pull 20-30 % to you main school (because you've wowed them with the wonders of BJJ.) That a pretty good return rate. And you'll get about a 30-40 % return for the next semester, IF YOU TEACH right (that's a whole different article). Keep you classes at the university simple and do basics. Invite them to your home academy on week so they can meet the rest of the student base. Be friendly and approachable. Ditch the stoic martial artist/ fighter attitude (if you have it). Cater the the AVERAGE person and make them bad ass!

I hope this helped a bit. Its a huge topic which I will re visit again I am sure.

Roll on!

-AK

Check out these awesome resources for Jiu Jitsu:

Jiu Jitsu Global Federation
Keith Owen BJJ Moves or Blog
White Belt BJJ
BJJ Videos Online