How do you attract more adults to your business?
Kids' programs are fantastic, and they're probably keeping your lights on. But adults bring something special to a martial arts school. They're committed, they pay their bills on time, and they often become your most passionate advocates in the community.
The thing is, adults aren't just big kids. They have different needs, schedules, and reasons for wanting to train. If you're still marketing to adults the same way you market to parents looking for their kids' activities, you're missing out on a huge opportunity.
Start With Your Schedule (This Changes Everything)
Here's the reality check: your 4 PM kids' class time doesn't work for most working adults. Most adults are either stuck in traffic, picking up their own kids, or still at the office trying to wrap up their day.
You need to think about when adults can actually show up. Early morning classes are ideal for individuals seeking to begin their day with focus and energy. We're talking 6 AM or 6:30 AM start times. Yeah, it's early, but you'd be surprised how many professionals love getting their training done before the rest of the world wakes up.
Just take a look at how many CrossFit gyms offer classes at five or 6-something in the morning!
Lunchtime classes are gold for people with flexible schedules or those who work near your school. A 45-minute session fits perfectly into a lunch break, and people leave feeling energized instead of sluggish from sitting at their desk.
Evening classes are a given, but don't just schedule them at 7 PM and call it a day. Consider 6 PM for those getting off work, and an 8 PM option for those who need to prioritize dinner and family time.
Talk About Real-World Benefits (Not Ancient Traditions)
Adults don't sign up because they want to learn cool moves they saw in a movie. They want practical skills they can actually use. Self-defense is huge here: almost everyone wishes they knew how to handle themselves if something bad happened.
But here's the key: make it clear you're teaching real, practical techniques, not mystical nonsense or flashy Hollywood stuff. Adults want to know that what they're learning actually works in the real world.
Fitness is another massive draw. Position your classes as elite athletic training. "Train like a fighter without getting punched" is a message that resonates. People see fighters and think "those are some of the most conditioned athletes on the planet," and they're right.
Stress relief is something almost every adult can relate to - and it's becoming an increasingly important draw. After a day of meetings, deadlines, and life responsibilities, the idea of hitting pads and clearing your mind sounds pretty appealing.
Create Adult-Focused Programming
You can't simply add adults to your existing kids' curriculum and expect it to work. Adults need their own programs designed around their goals and limitations.
Self-defense workshops are perfect entry points. Offer monthly or quarterly workshops that focus on practical scenarios, including escaping grabs, handling everyday street situations, and awareness techniques. These work great for people who aren't ready to commit to ongoing classes but want to learn something useful.
Fitness-focused martial arts classes appeal to individuals seeking alternatives to traditional gyms. Highlight the conditioning aspects, full-body workout, and the opportunity to learn fundamental skills while achieving the best shape of their lives.
Consider offering competition-focused training for adults who want to test themselves, but also make sure you have non-competitive options for people who want the benefits without the pressure.
Master Your Digital Marketing Game
Let's be real: adults are finding you online before they ever set foot in your school. Facebook and Instagram are your best friends here because you can target people by location, age, interests, and more.
Video ads work way better than photos. Show real adults training, sweating, and looking accomplished. Don't make it look easy: show the work, show the intensity, show the results. Show the smiles.
Here's a pro tip: if your ad, which you've been running for months, suddenly stops performing, it's likely due to ad fatigue. Switch up the video, change the message, or target a slightly different group to refresh things.
Your website needs to be solid, too. Adults research before they buy, and if your website looks like it was built in 2010 or doesn't clearly explain what you offer adults, you're losing people before they even call.
Get Out Into Your Community
Don't just wait for adults to find you: go where they already are. Set up at health fairs, community events, charity runs, and local festivals. Dress professionally, bring some basic equipment for demos, and engage with people about your work.
The goal isn't to hard-sell anyone. The purpose is to collect your contact information so we can follow up with valuable content, special offers, or workshop invitations.
Address the Real Barriers Adults Face
Time is the biggest one, which is why scheduling matters so much. But there are others.
Cost can be a concern, especially for people supporting families. Be transparent about pricing and emphasize the value. Many adults are willing to pay more for quality instruction and convenient scheduling, provided they can see the value clearly.
Intimidation is real. Many adults believe that martial arts schools are filled with young, athletic individuals who will make them feel out of place. Make it clear in your marketing that you welcome all fitness levels and ages. Show real students in your photos, not just your most athletic ones.
Injury concerns come up a lot. Address this head-on by explaining your safety protocols, emphasizing controlled training, and highlighting how martial arts can actually help prevent injuries by improving balance, strength, and awareness.
Build a Community, Not Just a Customer Base
Adults want to feel like they belong somewhere. Create opportunities for your adult students to connect outside of class. Organize social events, group training sessions, or even just coffee meetups after Saturday morning classes.
Encourage your adult students to bring friends to trial classes. Adults trust recommendations from friends more than any advertising you could do.
Leverage Technology and Modern Training Methods
Adults often appreciate data and tracking. Consider offering heart rate monitoring during classes, fitness assessments, or progress tracking apps. Many adults love seeing their improvement quantified.
Use modern training equipment alongside traditional methods. Whistlekick's training gear helps create dynamic, engaging workouts that feel fresh and challenging, perfect for adults looking to mix up their conventional gym routines.
The Long Game Matters
Building a strong adult program doesn't happen overnight. It takes consistent effort, innovative marketing, and genuine commitment to serving adult students well. But when you get it right, adult students become incredibly loyal and often turn into your best marketing ambassadors.
Remember, you're not choosing between kids and adults: the best schools serve both populations well. Kids' programs can actually benefit from having adult students around. It shows kids what martial arts looks like as a lifelong practice, and it creates a more serious, respectful atmosphere in your school.
The adults are out there, and they want what you're offering. They need to see that you understand their needs, respect their time, and can deliver real value in their busy lives. Make those changes, and watch your adult enrollment grow while your school becomes the training destination for your entire community.
Start with one or two of these strategies, test them out, and build from there. Your future adult students are waiting: they need to know you're ready for them.