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So many martial arts schools and so little time! How does one choose the right
one? Here are some inside tips to help you to pick the right school for the
right reasons, from Tom Callos, a veteran school owner and consultant to the
martial arts industry.
Martial arts schools are everywhere! If you live in the U.S., chances are you
have at least one school within a 5-mile radius of your home --and probably
more. There are estimated to be more than six million martial arts practitioners
in North America, about 70% of those are children. Today's martial arts schools
range from operations that rival the polish and fancy facilities of the nation's
finest health club chains to schools that look like the set of The Last Samurai
to down-and-dirty �garage dojos.� Price ranges in the martial art industry,
according to Frank Silverman, Director of the Martial Arts Industry Association,
average out at about $125 per month, but schools can be found that charge
anywhere from $35.00 per month to more than $200. How does one go about choosing
the right school? Industry expert Tom Callos, a veteran school owner himself,
has some of the best advice SportingKids has ever heard on how to choose a
martial arts school that's right for you.
"The first thing to know about choosing a martial arts school is that you
already know how to do it," says Callos.
"You evaluate a martial arts school the same way you would evaluate any school
you would take your child to. Just because you're thinking of joining a school
that teaches the "ancient arts of self defense," doesn't mean you don't apply
modern day scrutiny to their professionalism, teachers, and facilities."
Callos asserts that being a black belt, at any level, is not a sign that the
wearer is a good teacher or that he or she knows how to run a business. "Just
because someone is a good athlete, doesn't mean they are going to give you your
money's worth when it comes to lessons," warns Callos. "Parents should use their
good judgment when choosing a school, as just like in the martial arts, there
aren't really any secrets, it's all about mastering the fundamentals. If you're
looking for a good school, look for one that's proficient at the fundamentals of
customer service."
Callos offers nine other school-hunting tips:
The Facility
Just like any business, the way the facility looks and its cleanliness (or lack
thereof) says something about the attitude and aptitude of the owner. A martial
arts school doesn't have to look like a Starbucks, but it ought to be clean and
organized. If a school doesn't look professional, chances are it isn't.
The Staff
Just like you would expect from any business, the staff of a martial arts school
should be courteous, professional, and personable. They should treat you (and/or
your child) like a paying customer. If you can go to a department store and get
better service than you can at your local martial arts school, then spend your
money at the department store.
The Attitude
Bad attitude = bad school; if you get a weird feeling, a sort of �attitude� from
the staff or owner that rubs you the wrong way, then you shouldn't become a
customer of that school. If the attitude of the owner is superb and his or her
staff exhibits a similar attitude, then you've found a school worth a second
look.
The Style
When shopping for a martial arts school, the "style" the school teaches is
secondary to who teaches the classes and how they teach them. A good instructor
will make you feel good about what you're doing. He or she will help you stay
healthy and take an interest in why you've joined the school. If you're a
complete novice to the martial arts, don't shop for a style or method, shop for
the best teacher or teachers (read: the best people) you can find. Find the
right teacher and you'll love the martial arts. Find the wrong teacher and it
won't matter what style they teach.
The Students
Lots of intermediate and advanced students in classes? Chances are you've found
a school that knows how to enroll and keep its students; that's a good sign. If
you go to a school that's been in business for a year or longer and it's still
empty, something's not right with the school. Most martial arts teachers think
their classes are the best classes --the way that most restaurateurs think that
their food is the best food. If the parking lot is empty, it's a sign that the
customers have a different opinion.
The Financial Arraignments
Many martial arts schools will ask you to sign a contract for a certain number
of lessons and/or for a certain amount of time "and that's ok, as a school has
to sell its wares and generate cash flow just like any other business. You
shouldn't think twice about signing a contract with a school, under the
following conditions:
1. You've had adequate time to witness and experience the service the school
provides. Most schools have a great sales pitch, but some aren't able to follow
through with the level of service they promise. Nine out of 10 schools will
allow you to try a month of lessons, for a price, before you agree to enroll for
a certain number of classes or months. If you can't negotiate this trial period,
it's a definite red flag. Bonus Tip: Most schools will have a Pay In Full option
on membership. It's ok to pay for your membership in full, but make sure you
know the school thoroughly before doing so. Most schools will have a no-refund
policy.
2. The contract you sign should spell out, clearly and exactly, how you leave
the program should you have to leave or if you become dissatisfied with the
service. It's ok to pay a little exit fee or some other penalty should you
decide to leave before fulfilling the terms of a contract, but the penalty or
penalties shouldn't be unreasonable (and some are, so check carefully). Nine out
of 10 schools will, if you insist, write a special "exit clause" on your
contract spelling out the terms of your departure and they will also be willing
to strike out parts of a contract if you don't feel comfortable with the
verbiage. Bonus Tip: The way the owner or staff member treats you should you try
to negotiate a trail period or a change in the school's contract will give you a
very clear idea of what the school's service is really like, after the sale. If
you're not treated with respect, go elsewhere.
The Service
There's service, then there's good service, and then there's excellent service.
Just because the owner or staff member of a martial arts school has the ability
to make you beg for mercy with his or her baby toe, doesn't mean they have the
right provide you with anything but the best service they can muster. If you
visit a martial arts school and you don't see or feel a reasonably high level of
customer service happening, raise that suspicious eyebrow, step back a bit, and
do some further analysis.
The Feeling You Get When You're There and When You Leave
Are you having fun? Do you leave the school feeling empowered and taken care of?
If you go to a martial arts school and leave feeling better than when you
arrived, you've found a good thing.
Your Gut Instinct
Always go with your gut instinct when choosing a school or instructor. If your
intuition says something's not right, something's not right. If you've found a
good school, you'll know it (especially if you've read this article).
Tom Callos is a professional consultant to the martial arts
industry and the team coach for the Ultimate Black Belt Test
(www.ultimateblackbelttest.com).
He is also a co-founder of www.911aok.com, an Acts of Kindness character
development program for children and adults.
He resides near Lake Tahoe, CA.
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