Photo: Garden State Photography- Mark Ward

Although quality of instruction, membership prices and the overall look of the BJJ gym matter, a good atmosphere by itself can keep students coming. A general problem with martial arts gyms is they invest a lot in marketing, they get a lot of newcomers coming, but the retention rate is low.

This is a problem that can be attacked from different angles. Tom DeBlass, runs the highly successful Ocean County Brazilian Jiu-Jitsu Academy in New Jersey, and laid down thoughts on social media on what it takes to build a successful BJJ academy:

It takes a special human to build a successful Academy. Most people think it’s easy, hence most people failing. A successful Academy is one that you can do full time without having another job. Here is some advice for you.

DeBlass stated:

Everyone’s question when opening a Jiu-Jitsu Academy, is “how do I build a successful Academy?” First and foremost you must ask yourself what your definition of success is. To me a successful Academy meant a few things, an environment where everyone could thrive, everyone could be a part of, and most of all I wanted to change lives and make Jiu-Jitsu my full time job. In order to do this I followed a few rules.

1. Never ask students to do something you are not willing to do.

2. As long as no injuries are holding you back, be willing to suffer more than anyone on the mats. Train tired and train daily.

3. Care, care about them so much. Be there for them not just on the mats but off.

4. Don’t look at students as a business. I understand this is how you feed your family, but remember life is expensive and they also must feed theirs.

5. Be what you advertise. If you claim Jiu-Jitsu is a tool for weight loss and self defense. Stay fit all year long and stay training all year long.

6. Focus on all students, not just the ones that are naturally talented.

7. Focus on the ones that show up. The ones that show up are giving you their all, give your all back.

8. Take pride in being someone your students trust, so never betray them.

9. Serve them, daily.

10. Never stop being a student yourself.