Many successful Martial Arts school owners have accomplish this by developing personalise programs to niche market areas such as law-enforcement, women’s self defence or children’s programs so this is nothing new to the point where you may consider this is all too commonplace. That’s exactly why you need to think outside the square, think outside your pond. You could either rebrand or re-purpose an existing program to make it your own and apply it to your niche market or you could infiltrate and develop a new market.

In the early 90’s I carved out a very nice niche market with Executive Defence Studio, focusing on the executive type looking to rebrand themselves as a corporate warrior.

It worked extremely well and I was able to offer something rather unique, although I copped a bagging from the industry for a little while until a couple of years later, there were around 10 schools around the country trying to copy my formula. Big Fish—Small pond; it worked well for me!

Here’s my biggest tip for today as identified in the corporate world. Many of you will be aware of our ageing population growth. People in general are living longer due to healthier lifestyle, better medical and now living well into their 80s, 90s and beyond. As such, one market, one niche market has been quite amazingly untapped up to now is the 60’s, 70’s and even the 80’s plus market.

According to Govt figures, in 1977, only 9% of Australians were aged over 65 years. By 2057 that figure will be 22%. By 2047 there will be over

3.4 million people aged 65-74, plus another 2.6 million aged 75-84 and

1.5 million aged over 85. That is potentially over 7 1/2 million customers! So whilst many of us may be focused on karate kids, kung fu kids, Little ninjas, or whatever you want to call them, (kids classes) we may have neglected what is realistically the fastest growing market on the horizon.

In recognising this trend, the largest corporations in Australia are increasingly gearing their business development to cater for the burgeoning growth in the over 65 years sector.

You wouldn’t believe how many millions the big corporates, and government for that matter (albeit a little slower off the mark than the corporate world) are spending in this growing sector; why? Because they can see the avalanche of aged coming (like a scene from the walking dead you may think). But seriously this will be a huge opportunity.

If you want to capture a huge piece of this demographic by developing a ‘Mature Martial Arts’ or Baby Boomer KaraBox’ class or similar, now is the time. Get in early and carve out your slice of a pie which could definitely be a boom opportunity!

 My final tip relates to technology.

In short, EMBRACE IT or get left behind in the dust. If you ever have a doubt about how much technology can influence the world of the marital arts instructor, just Google “CeBit”.

CeBit is a technology conference which roles around every year in the major capitals globally and is focused on all things technology related to business.

Not a geek show at all, this is a trade show where you can speak with all the thought leaders and developers in the world of cyber and electronics, education, and all things technology related.

Trust me when I say, if you took half a day and visited the next CeBit Expo (and tickets are usually free), you will come away with an abundance of ideas.

 So my tip is to ensure first of all, start saving time and energy from doing your admin in a spreadsheet or worse still in a book and go online.

There are plenty of software solutions for helping you to build your students, incorporate retention tools, analyse your marketing strategies and even take care of your billing and accounting.

One thing though, check before you buy, because all software is not created equal! Do your research as some will cost a fortune without delivering what you need.

Like all software industries, talk to an expert to find out what will be appropriate for your business and it could save you thousands in money and time.

Glenn Coxon.