Part IV
Why Students Study

People give many reasons for studying the martial arts. However, the force which truly drives a prospective member Into a school is "a strong personal feeling to defend oneself. "

Most students seldom reveal their real reason, which is, of course, self-defense.

There are fewer $50,000 per year income earners in the martial arts school than one might expect from population percentages. My suspicion is that individuals of high achievement are confident enough, and thus do not feel a need to improve their self-defense skill.

So, if you are thinking of opening a school in a highly affluent section, use caution. There numbers are not there to support It. Successful schools of this nature usually include a spa in their facilities with a strong emphasis on fitness.

The average adult martial arts student:

1. Is primarily motivated by security.
2. Is a middle Income earner.
3. Will generally offer some other rationalization for taking lessons.
4. Has thought of taking lessons for a long time.
5. If in higher income brackets, must have training that is accompanied by higher levels of professionalism and decor.

Most male members are slightly overweight and out of shape and recognize the martial arts as being an answer to their problems. Do not dissapoint them.

Many martial arts teachers have made the mistake of expending great energies to develop a "Women's Self-Defense Program. " Forget it! The basic need does not exist in the minds of enough women to financially justify the effort.

Another poor source of commercial members are high school and college students. As a general rule they have neither the time, interest or money to earnestly pursue a course of martial arts study.

There have been a number of outstanding clubs built around college students where the emphasis is placed on training and competitive experience. Generally, in programs of this nature, the only money charged goes to maintaining the first aid kit. This is hardly an ideal situation for a commercial venture.

Children between the ages of 6 and 13 are excellent candidates for a martial arts course, especially when the student is approached from a "child development" standpoint. There is a tremendous market for the instructor who can communicate with children.

Your job as a martial arts instructor is to gradually elevate your student's mind and body to accept the rigors of self-defense. The instructor who throws his students into the fighting encounter too soon teaches them how to fear to fight rather than how to love it. This fear will work on them until they eventually find an excuse not to come back to class.

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