430 | Interview with Matthew Brenner - Mastering Organic Marketing for Martial Arts Schools Podcast Description In this episode, Duane and Allie sit down with Matthew Brenner from Action Karate and Double Your Dojo to discuss organic marketing strategies that actually work for martial arts schools. Matthew shares his proven 3-domino system for getting into schools and daycares, creating programs that administrators love, and converting leads through mass enrollments—without discounts or trials. If you’ve ever struggled with school programs that don’t produce results, this episode is a game-changer. Episode Length: 61 minutesGuest: Matthew Brenner (doubleyourdojo.com) Key Takeaways 1. Organic Marketing Is More Relevant Than Ever After COVID, online marketing became more difficult due to consumer distrust and ad fatigue. People are inundated with ads and ignore most of them. Organic marketing—going directly to schools, daycares, and businesses—creates real connections with high-quality leads who live and work in your area. 2. The 3-Domino System for School Programs Matthew breaks down his proven system into three critical dominoes: Domino #1: Hack Your Way In - Getting rejected once doesn’t mean you can’t get in—you just used the wrong approach - If the front door doesn’t work, try the back door or a side window - Bring a female instructor when possible—it softens the approach - Private schools are typically easier to start with than public schools - Don’t give up after one “no”—rejection is often about timing, approach, or the person you spoke with Domino #2: Create a Program Schools Actually Want Stop teaching bully prevention—it often creates more problems for administrators Ask principals and guidance counselors what challenges they’re facing Customize 20% of your program based on their specific needs Align with their character themes, mascot values, or monthly focus areas Tell them the catch upfront: “We do this for free because goodwill goes far in the community, and we know some kids will want to train at our school” Always take pictures and collect testimonials—they become assets you can use year after year Domino #3: Master the Mass Enrollment Don’t do satellite programs—get kids to come to your school instead Pre-heat your leads so they’re ready to enroll when they arrive Aim for 20-40% conversion at your mass enrollment event No trials, no discounted tuition—enroll them at full price on day one Film your enrollments and review the footage to improve 3. Simplify Your Pricing Structure Most martial arts schools have pricing sheets that look more complicated than applying for a mortgage. If you can’t explain your pricing to a second-grader, it’s too complicated. Stick to 1-3 clear options with no confusing percentages, discounts, or down payments. 4. Answer Objections Before They’re Raised If you answer an objection after someone brings it up, you sound defensive. If you answer it before they bring it up, you sound insightful. Examples: - “I’ll send you an email explaining how it works, but let me answer any questions you have now.” - “We do this for free because goodwill goes far, and some kids will want to train at our school.” 5. Film Everything and Review Game Footage Professional athletes watch film to improve—martial arts school owners should too. Film your classes, your school visits, and your enrollment presentations. You’ll catch things you never noticed: kids spinning in the corner, parents walking in ungreeted, instructors missing corrections, or yourself rambling during a sales pitch. 6. Ask Permission During Sales Presentations Getting parents to physically raise their hands and give you permission before transitioning to the enrollment offer makes them comfortable and engaged. It removes the “icky” feeling from sales and creates a natural flow. 7. High-Quality Leads Are Worth Thousands When you collect 90 leads from a school program, you’re getting high-quality contacts from people who live in your area and have already connected with you. If you had to pay for those leads through Facebook ads at $20-$50 each, you’d be spending thousands of dollars. 8. Daycares vs. Schools: Know the Difference Daycares are good for practice and building your system Schools have 10x the number of kids and better conversion rates Only teach kids who are age-eligible for your program—don’t waste time on 2-year-olds if you don’t teach them 9. Successful People Keep Learning Most of Matthew’s clients are already successful—making over $100k/month or running multiple locations. Successful people are always looking for new ways to improve. They invest in coaching, attend events, and stay open to feedback. 10. The Black Belt Business Newsletter Matthew publishes a free 3-minute newsletter three times per week covering how to get new students, keep your students, and build your staff—with no fluff, all strategy. Action Steps for School Owners 1. Start with Private Schools First They typically have fewer restrictions and are easier to get into. Build your confidence and refine your system before tackling public school districts. 2. Research Local Schools’ Character Programs Find out if they have a theme of the month, mascot values, or character development focus. Align your program with what they’re already teaching. 3. Create Your “Hack Your Way In” Script Practice saying: “We do free programs at local schools where we teach fitness and character development. I’d love to schedule a quick 10-15 minute meeting to see if we can help.” 4. Simplify Your Pricing Review your tuition sheet. If it has more than 3 options or requires a calculator to understand, simplify it immediately. Make it as clear as a gym membership. 5. Film Your Next Class or Enrollment Set up a camera and record yourself teaching or presenting. Watch the footage and take notes on what you did well and what needs improvement. 6. Build Your Permission-Based Sales Framework Practice asking parents for permission before transitioning to your enrollment offer. Example: “Before I explain how our program works, do I have your permission to share how families can get started?” 7. Collect 90+ Leads from Your First Program Set a goal to collect contact information from at least 90 families. These are high-quality leads worth thousands in ad spend. 8. Aim for 20-40% Conversion at Mass Enrollments If you have 30 people attend your graduation/enrollment event, aim to enroll 6-12 families that day at full price with no trials. 9. Take Pictures and Collect Testimonials Every time you visit a school, take photos and ask teachers for testimonials. These become assets you can use when staff changes or when approaching new schools. 10. Subscribe to the Black Belt Business Newsletter Get free, actionable strategies delivered three times per week. Contact Matthew Brenner on Instagram (@BlackBeltBrenner1) or Facebook to subscribe. Additional Resources Mentioned Matthew Brenner’s Programs: Double Your Dojo coaching program Black Belt Business Newsletter (free, 3x/week) Black Belt Business Podcast Action Karate Franchise: 34 locations, one of the most successful martial arts organizations in the world Duane’s Experience: Successfully implemented Matthew’s system, raising prices mid-summer and enrolling 6 students at the new pricing structure during his first mass enrollment Allie’s Insight: Plans to revisit school programs after 20+ years of avoiding them due to poor results Adam Kiefer’s Impact Mastermind: Event where Matthew recently spoke and shared strategies Game Film Review: Matthew offers coaching that includes reviewing video footage of classes and enrollment presentations Final Thought Organic marketing isn’t about gimmicks or shortcuts—it’s about building real relationships with schools, creating programs that solve their problems, and converting leads through a structured, repeatable system. Matthew Brenner’s 3-domino approach has helped over 100 martial arts schools fill their programs without relying on expensive ads or complicated funnels. Whether you’re a brand-new school owner or running multiple locations, the strategies in this episode can help you tap into a consistent source of high-quality leads right in your community. Ready to take action? Start with one school, one program, and one mass enrollment. Film it, review it, and get better each time. Want to connect with other martial arts school owners who are implementing these strategies? Join the School Owner Talk Facebook group, subscribe to the podcast, and leave a review to help other school owners find this valuable content.