What’s Really “Beneath the Dignity” of a Martial Arts School Owner?

Every so often a debate flares up in our industry about what is “beneath the dignity of a martial artist” — usually aimed at some marketing activity someone finds distasteful. It’s worth answering directly, because the way you think about dignity and massive action will quietly determine whether your school thrives or slowly fades.

What’s Actually Beneath Your Dignity

Let me give you my honest view. Being broke is beneath the dignity of any martial artist. Running a struggling school that can’t properly serve its students or support your family — that’s the real indignity. I absolutely believe you should never do anything that creates exposure while damaging your image; there’s a long list of tasteless tactics no professional school should touch. But protecting your image is very different from what most owners actually do, which is… nothing.

The Real Problem: Most Owners Do Nothing

Here’s the pattern I see again and again. Rather than risk going “too far,” the typical owner sits in the school and does nothing — then quietly bemoans the lack of results. Hiding behind the word “dignity” becomes a comfortable excuse for inaction. But if doing nothing is your strategy, you’d honestly be better off going door to door, standing in the school car line to talk with parents, or handing out guest passes at the mall. Almost anything beats sitting still.

Massive Action and High-Leverage Marketing

I’d rather you be a passionate evangelist for the value of martial arts training. The marketing I teach spans everything from websites and search engine optimization to direct mail and community outreach — anything that puts you in front of 300 to 3,000 people at once. I strongly prefer high-leverage activities that reach large groups over reaching one or two people at a time. But whatever you choose, the common trait of owners who grow rich is simple: massive action.

Take the Credit — and the Blame

The other trait successful owners share is that they take credit — and blame — for their own results, rather than hunting for someone or something else to fault. Be honest with yourself about this: too many people giving advice in our industry aren’t running profitable schools, and some never have. My objective for you is success in the easiest, most efficient way possible — but there’s no magic pixie dust. You still have to wake up every morning and go to work.

Frequently Asked Questions

What marketing is truly “beneath the dignity” of a martial arts school?

Anything that gains exposure while damaging your professional image — tasteless, off-brand stunts. But ordinary, professional marketing like outreach, direct mail, and a strong web presence isn’t beneath anyone; refusing to market at all is the real problem.

Why do so many school owners fail to grow?

Because they take little or no action, often justifying it as protecting their dignity. The owners who grow take massive, consistent action and accept full responsibility for their results.

What does “take the credit and the blame” mean?

It means owning your outcomes instead of blaming the economy, the market, or your staff. Owners who take responsibility have the power to change their results; those who blame outside forces stay stuck.

Ready to Add 100 Students to Your School?

Trade inaction for a proven plan of massive action: get your free copy of Six Simple Steps to Add 100 New Students to Your School at SimpleSteps.com.

And to deliver an experience worth evangelizing, study Extraordinary Teaching at ExtraordinaryTeaching.com.

Stephen Oliver, MBA, is a 10th Degree Black Belt, the founder of Mile High Karate and Martial Arts Wealth Mastery, and is known industry-wide as “The Millionaire Maker.”