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A Guide to growth for Brazilian Jiu-Jitsu Gym Owners

As a Brazilian Jiu-Jitsu (BJJ) gym/academy owners, you wear many hats: professor, teacher, manager, administrator, and sometimes even chief floor mopper. Each role is essential to keeping your gym running, but if growth is your goal, you’ll need to balance these day-to-day duties with activities that drive future revenue. Growth tasks—like lead follow-ups, marketing, and automation—are what bring in new students. These tasks often take a back seat, but without them, your gym’s membership can plateau.

In this guide, we’ll explore how you can integrate growth activities into your busy schedule and why even a small shift in focus can make a big impact on your gym’s success.

It’s painfully obvious but if you’re looking for more students you’ve got to spend more time on growth activities.

Why Growth Tasks are Frequently Overlooked

For many gym owners, growth tasks feel optional because they require time, consistency, and patience. Unlike teaching a class or managing student relations, growth activities don’t provide immediate, tangible rewards. Instead, they work like investments—activities that compound over time to yield future gains.

Busy gym owners often feel stretched thin, so adding more tasks to the list can feel overwhelming. However, growth tasks are essential, not optional extras. They’re what create a steady flow of new students, future referrals, and a healthy pipeline of income. Without dedicating time to these activities, you may find your gym stagnant, with limited potential for expansion.

The Impact of Growth Tasks on Future Revenue

Think of growth tasks as the fuel for future revenue. Each phone call to a lead, each community event, and each social media post builds awareness about your gym, drawing in potential students. By making these efforts consistent, you create a predictable flow of new student enrollments that supports the stability of your gym.

New students bring in revenue and, if they’re satisfied, contribute to a network of referrals. The more new students you acquire, the more your gym gains visibility and credibility in the community, creating a compounding effect on growth.

Prioritizing Growth Activities: Practical Strategies

To integrate growth tasks into your schedule, try these strategies. They’re designed to keep growth manageable and sustainable, without overwhelming your daily operations.

1. Schedule Dedicated Time Blocks for Growth

Setting aside 30 minutes to an hour each day solely for growth tasks can make a significant impact. Use this time to follow up on leads, create social media content, or plan marketing campaigns. Treat this block of time as you would a class—non-negotiable.

For example, set a specific time each day to reach out to leads, whether it’s responding to inquiries, following up on trials, or sending out introductory offers. Even small, daily efforts in lead engagement will build momentum and increase the likelihood of enrolling new students.

2. Automate What You Can

Automation is a powerful way to streamline your growth tasks. With tools designed for lead generation and communication, you can automate repetitive tasks such as sending follow-up emails, responding to new inquiries, or scheduling reminders for free trials. These automations save time and allow you to maintain consistent communication with leads and new students without constantly managing every interaction.

Consider using a system that can handle drip campaigns, follow-up reminders, and text notifications. This way, you can nurture potential leads and keep them engaged with minimal manual input, freeing up time for other growth tasks or teaching.

3. Delegate Responsibly

If you have a small team or assistant coaches, delegate some of your growth activities to them. For instance, your assistant coach might handle social media updates, organize events, or send out weekly emails. By delegating these tasks, you reduce your workload without compromising on growth efforts.

Delegation is especially useful for content creation, like social media management. A coach or assistant can take photos, share event announcements, or post training tips that engage your community and attract new members. If each team member takes on even a small part of growth, the cumulative effect will be powerful.

4. Track and Evaluate Your Efforts

Tracking your growth activities will show you what works and what doesn’t. By monitoring enrollment numbers, website visits, and social media engagement, you’ll get a clearer picture of where new students are coming from. Use this data to refine your approach, focusing on the channels and strategies that generate the most interest.

If you find that a certain social media post type brings in more inquiries or that students join after specific community events, focus more on these high-return activities. Tracking keeps your growth strategy efficient, so you’re spending time on what truly drives results.

Examples of Effective Growth Activities

1. Consistent Lead Follow-Up: Imagine being able to back to everyone who calls you within 5 minutes, even if you’re in the middle of teaching a class. Or having an email automation that sends follow-ups to all free trial participants within 24 hours. By staying in touch with interested leads, you increase the chance of converting them into full members. Consistent follow-up also shows potential students that you’re invested in their experience.

2. Leveraging Social Media: Posting on social media can significantly boost your gym’s visibility. Share class highlights, student testimonials, and event updates to showcase your gym’s unique qualities. Social media is often the first place people discover your gym, so staying active helps you attract a broader audience.

3. Local Partnerships and Events: Collaborate with local businesses or attend community events. For instance, you might partner with a local health food store to host a free beginner’s class. These types of community outreach are invaluable for building brand awareness and reaching potential students who may not have otherwise considered BJJ.

4. Running Introductory Offers: An introductory offer—like a free first class or discounted bundle to start like a Gi+membership. These can be strong incentives for new students. 

Building a System for Consistent Growth

Balancing growth and maintenance tasks requires consistency. By dedicating a small but regular amount of time to growth activities, you ensure that your gym remains in the public eye and draws in new students. This steady stream of attention and engagement builds momentum that supports your gym’s financial stability and growth over time.

Over time, your investment in growth activities will become self-sustaining. New members bring referrals, and your community grows, creating a thriving cycle of engagement and expansion. Instead of relying on one-off growth efforts, creating a system ensures that your gym’s reach grows continually.

Conclusion: Growth Requires Intention and Consistency

Running a successful BJJ gym means balancing daily tasks that maintain your gym with activities that drive future revenue. Prioritizing growth tasks like lead follow-ups, social media marketing, and local partnerships isn’t just a “nice to have”—it’s essential for sustained success.

By creating a routine that includes growth activities and leveraging tools like automation and delegation, you’ll be able to maintain a steady influx of new students without overwhelming your schedule. Small but consistent efforts in growth will position your gym to thrive, allowing you to focus on what you love most—teaching and building a strong community around Brazilian Jiu-Jitsu.

With these strategies, you’ll find that even a slight shift in how you allocate time and resources can produce significant returns. Start small, stay consistent, and watch as your gym grows into a thriving hub of new students.