The Litchfield Park Lesson: Raising Prices 40% in a Foreclosure Market
When one member's close rate fell from 93% to 60%, Greg Moody told the story of his Arizona school in the 2008 housing crash: more marketing, a 40% price increase, every lost sale inspected, and a closing rate that didn't move. The downturn menu for martial arts schools.
The Two-Lever Lifetime Value System: The Only Two Numbers That Decide What Your Martial Arts School Is Worth
The lifetime value of a martial arts student is controlled by exactly two levers: monthly tuition and retention. Here is the math I run with school owners in our mastermind sessions — and the system that turns every enrollment into $5,000 or more.
The Revenue-Per-Seat Equation: The Two Dials That Build a Million-Dollar School
Your gross is just active students times average revenue per student. Learn the 300x300 rule, why turning the second dial costs nothing, and how to keep it growing.
Stop Selling Mat Time: How to Think About Tuition and Value
Martial arts tuition should be priced on the outcome you deliver, not on class frequency. Here is the Outcome-Based Tuition Model behind premium $347-397/month pricing.
The Cash-Out Trap: Why Big Cash Months Can Sink Your School
Big cash months feel great — until recurring revenue collapses. Why cashing out 100% of your students can sink a school, and the disciplined way to handle prepaid tuition.
The Conviction Threshold: How to Raise Martial Arts Tuition Without Losing Students
A price increase doesn't fail because of the market — it fails because your staff doesn't believe in it yet. Here's the framework to cross that line.
The Peak-Moment Testimonial Engine: How to Charge $347 a Month Without Ever Discounting
Discover how structured testimonial capture at belt tests and milestones becomes the proof engine that lets you charge premium tuition instead of discounting.
Why Doubling Your Price Can Double Your Enrollment
Doubling your price without systemizing enrollment just amplifies your losses. The Value-Systems Ladder shows the five rungs — price anchoring, tracking, structured offer, follow-up, and reinforcement — that turn a price increase into an enrollment increase, illustrated by a coached owner who added 125 new students in one quarter.
Beware of the Gurus: The Truth About Cash, Billing & Advertising
Cash vs. billing, whether advertising works, and the truth about retention — a no-nonsense guide to the martial arts business myths the gurus get wrong.
The Discount Half-Life: Record November and December Without a Sale
Record November and December months do not come from Black Friday sales. They come from full-price upgrades, renewals and reactivation - and a year-end discount keeps costing you long after the promotion ends.
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