martial arts world magazine

Prosper BIG this Year with AMSonline!

February 2011 | Vol. 12 • No. 1

Increase your Financial Power

Get Exceptional Professional Coaching

Energize your Beginner’s class

Master Kirk Pelt

Master Toby Milroy

Master Keith Winkle

Grandmaster Stephen OliverThe Most Influential Martial Arts Business Leader in the U.S.

Don’t Just Survive, Thrive!

Turn Recession Into Opportunity

Join the Millionaire Network to Transform your School with

THE FINANCIAL POWER SUMMIT

Grandmaster Y.K. Kim

Three new systems to increase income by

$100,000 or more this year!

AMS & NAPMA Team Up to Support the Martial Arts School OwnersJoin the Millionaire Network to Turn the economic crisis into opportunity. Move out in front of your competition. Get the secrets to bring unlimited earning potential to your school in any economy. Gain financial power.

Receive the knowledge of the industry’s top business experts for having great success. Opportunities like this rarely come, register now! Seating is limited!

I look forward to seeing you and elevating your financial success.

Grandmaster Y.K. Kim

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1st ReasonToby Milroy, Expert in Martial Arts Marketing Trends Plug the holes in the bucket with these 4 PROVEN successful systems for creating iron clad student retention that anchor your students and families into your program.

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3rd ReasonKeith Winkle, Special Event ExpertBoost your profits and enroll 25 to 50 new students with new special events and fund raising committees.

4th ReasonStephen Oliver, Modern Martial Arts Business Leader in the U.S. Make the quantum leap to double your income in as little as ninety days with the pearls of professional wisdom that have given school owners across the country financial security.

5th ReasonY. K. Kim, Pioneer of Martial Arts Business Join the Millionaire Network to become a new martial arts millionaire with the secrets that can turn any and every economic crisis into an opportunity.

Top 5 ReasonsWhy you must attend this seminar

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Grandmaster Y. K. Kim• Pioneer of Martial Arts

Business• Author of Success in Martial

Arts Business & Join the Millionaire Club

Grandmaster Stephen Oliver• Modern Martial Arts Business

Leader in the U.S.• Chairman and President

of NAPMA

NEW!Join the Millionaire Network!

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Grandmaster Y. K. Kim

•Author of Success in Martial Arts Business & Join the Millionaire Club

We are not being attacked by Al-Quaeda or any other ter-rorist group. We are being

attacked by a set of circumstances called the economy.

It started a few years ago when the oil crisis sent gas prices over $4.00 a gallon. Then we were hit with a real estate crisis, which brought on a bank-ing crisis, which turned into an eco-nomic crisis, which started the Great Recession. These crises combined forc-es to destroy over 6,000 martial arts schools in the last two years in the U.S., and thousands more are just barely surviving now.

Has your school declined by 30% or more in the past few years? Maybe it’s because you aren’t selling what people want to buy.

The martial arts industry is struggling to survive this crisis, yet every crisis creates opportunity. You can choose to be a victim of this crisis, or you can emerge as a victor of the opportunity.

How? 1. Modernize your curriculum,

2. Modernize your leadership, and

3. Modernize your business system.

You can overcome this challenge with the right tools. I will show you how to turn this crisis into opportunity at the Financial Power Summit Seminars, which will be coming to your area in 2011.

At these seminars, I will be joined by other industry leaders like Grandmaster Stephen Oliver, Master Keith Winkle, Master Toby Milroy, Master Kirk Pelt, and more. We will show you, step-by-

step how to make your curriculum so practical that students will be afraid to miss a class. We will show you how to adopt a new style of leadership that will inspire fanatical dedication among your staff and students. We will show you how to update your business system with the latest technology, including social media and other E-marketing that will double your enrollment and lower your expenses.

You have no reason to be weak, poor, or unhappy as a martial arts

school owner. You have every reason to be healthy, wealthy, and s u c c e s s f u l . Why not max-imize your potential and maximize the potential of your students?

I urge you to join me. Take action now and create a new level of success

for yourself and your students. Turn these crises into the greatest opportuni-ty of your life! Call 1-800-275-1600 to register for the Financial Power Summit coming to your area.

February 2011 Martial Arts World www.ourAMS.com4

TOP Billingfor

TOP Schools

“We were a member of another billing company for several years, but we had too many problems. AMS is more efficient and professional, so they collect more money without errors.

– Master Soo Mi Kim

Call Now!1-800-275-1600

www.ourAMS.comMention my name for

a Special Enrollment Bonus

Become an Active Member and Receive the Success in Martial Arts

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Editorial

Make no mistake about it: Martial arts schools are under attack!

Martial Arts

Financial Power Summit

AMS & NAPMA Team Up to Support Martial Arts School Owners

President / Managing EditorMaster Kirk Pelt

Marketing Director / Senior EditorJeffrey Reulbach

Creative Director / Editor / PhotographerFrank Meyer

Graphic DesignerAmen Blue

Executive EditorMartha Nelson

EditorSteven Green

Vice ChairmanMaster Tim McCarthy

Publisher / Editor-in-ChiefGrandmaster Y. K. Kim

Telephone (407)895-6300 • Fax (407)895-3654 • e-mail: [email protected] • www.mawus.com

Send all inquiries, letters and submissions to the address below. The publisher and editor will not be responsible for unsolicited material. Manuscripts and photographs must be accompanied by a SASE.

Contents ©2011 Y. K. Kim Productions, Inc. All rights reserved.

Postage Paid at Orlando, FL. POSTMASTER: Send address changes to

Martial Arts World, Attn.: Magazine Address Corrections,

P.O. Box 149006Orlando, FL 32814–9006

CONTENTS

4Is Your School Under Attack? by Grandmaster Y.K. Kim

8The Secret to

Successby Chong Chu

14The MartialArts Industry’sRenaissance Man: Grandmaster Stephen Oliver

34 Increase Your Financial Power at the Martial Arts Financial Power Summit

24Start Your Summer Camp Now by Steven Green

19Greatest Leader

of the Century

February 2011 • VOL 12 • NO 1

Editorial 4 Is Your School Under Attack?

Learn how to gain financial control from Grandmaster Y.K. Kim!

Business Strategy 6 Enhance Your Sales Presentations for

Quick Enrollments 8 The Secret to Success Chong Chu shares her

insights to make your future bright! 12 The Steps to Modernize Your Business

System by John Jung36 Stay Ahead of Your Competition by Master

Tim McCarthy44 Boost Your Income with Relevant and

Timely Pro Shop Sales by Mr. James Lee

Cover Story14 The Martial Arts Industry’s Renaissance

Man: Learn some insights by reading our exclusive interview with the Grandmaster Stephen Oliver

Money Management34 Increase Your Financial Power at the

Martial Arts Financial Power Summit Read about how attending the Power Summit is crucial to increasing your income! by Master Kirk Pelt

38 Funding your Exhibition and Tournament Teams by Master Erik Hubley

Marketing30 Your Ads Must Have Speed, Power, and

Accuracy 32 Are You a Social Media Marketing Misfit?

by Bill Krapek

Student Enhancement20 Get AMSkids to make High Profits

Elementary by Robbi Nelson24 Start Your Summer Camp Now by Steven Green26 3 Secrets to a Great Beginner’s Class

by Master Keith Winkle40 The 4 Laws of Iron Clad Student Retention

by Master Toby Milroy

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Jorge Schebesta •AMSMarketing

Consultant and Sales Expert


You already know you have what they need, but the secret to enroll 5 to 10 new students

every month at your location is entirely dependent on how you present it.

How would you like to easily enroll the majority of new prospects up to long term contracts? Sounds hard to believe, but it can be your reality when you have the right tool to guide you through your sales presentations. The Power Point Sales Presentation from AMS will elevate your ability to present well and dramatically increase your percentage of enrollments.

Components to a Good Sales Presentation

A good sales presentation has the right stuff and does the work for a presenter to lead the customer to sign on the dotted line. So what are the keys to a successful presentation?

1. Draw – This means that the presenter pulls and captures the attention of prospects. It must be motivational, which suggests it creates desire for your programs. It has to be inviting, which makes people feel like they can see themselves doing it. Lastly, to draw prospects into becoming new students your presentations must be leading, which means it goes through a process to the logical conclusion of signing up.

2. Content – This is the nuts and bolts of things related to your school. Of course, this has to include the various types of classes and programs that you offer, plus specific features and benefits for the prospect. Scheduling for classes and programs must also be incorporated into this component. In addition, the presentation needs to spell out clearly fees for various kinds of members.

3. Invitation – This is a simple invitation for the prospect to enroll. This is the part of the presentation that directly tells the customer to act. Without this component you put on a nice show, but leave the person hanging. A good invitation tells them what to do and the benefit of doing so.

A lot of thought goes into effective sales presentations that quickly lead to lots of new enrollments. The Power Point Sales Presentation designed by AMS does all of these

things and more. Plus, the beauty behind this tool is that it is entirely cus-tomizable for any school so that your school is presented distinctively.

With the Power Point Sales Presentation from AMS at your disposal, you’ll be increasing your new enrollments the easy way. Just call 1.800.275.1600 to get more details on enhancing your sales

presentations to start filling your school with prospects that used to get away.

Enhance Your Sales Presentation for

Quick EnrollmentsFace it, your first impression with prospective new students is extremely important. You have a matter of minutes to grab their attention and convince customers that they have come to the right place.

www.ourAMS.com01113

Chong Chu •AMSMarketingDirector

•LeadingProfessionalCoach

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Increase Your Income

“Since joining AMS, my school has a 2,500% increase in income and a 400% climb in enrollment.” ~ Master Gary Williams

Profitable Kids programs “AMSkids does everything for you: Eye-catching promotional materials and posters; a powerful curriculum for amazing retention; and management strategies anybody can master.” ~ Grandmaster Ji Yong Moon


They remember the close bond they had with their own mas-ter, and the impact he had on

their lives. They hope they can earn that kind of respect from their own students and have a similar effect on their lives.

They did not open a martial arts school so that they could chase after people for money. That just wasn’t part of the game plan.

Unfortunately, things happen. The primary income of a martial arts school is the tuition students pay for instruction, and that tuition is usu-ally paid over time, in monthly pay-ments. Not everyone will remember to pay on time. Some people will

have accidents and other unforeseen expenses, and will not want to pay for a month or two. At that point, what can you do?

Here’s a little secret: the right answer is NOT to become the bill collector and ask the students for the money

they owe you. The right answer is also NOT to ask your wife or a staff member to ask the student for money. Both of these solutions create more problems than they solve because they set up an adversarial relation-ship between the student and the school.

Fortunately, the right answer is also just one easy step: hire a profes-sional tuition billing service from the beginning to take all those headaches away. You can then take all the time you and your staff currently spend on sending late notices, calling students on the phone, and dealing with frustrated parents in person, and use that time to recruit new stu-

dents. Every hour you spend collect-ing current tuition could be invested in recruiting new stu-dents who are worth thou-sands in additional income. When you try to handle your billing in-house, you save a nickel and miss out on making dollars. It’s just not worth it.

Professional companies also provide additional professional services, like accounting. Whenever you want to know who has paid and who is late, you can get up-to-date reports online anytime. In addition, the best com-panies offer other valuable services

like marketing materials, manage-ment assistance, and consulting.

If you or any member of your staff is wasting time and ruining your repu-tation by chasing after students for money, I recommend that you trade in your headaches for extra time to enroll new students, and earn new income. Call the professionals at AMS at 1-800-275-1600 to preserve your dignity and the good reputa-

tion of your school. AMS is your one-stop-shop for martial arts

school owners. We do it all, so you

don’t have to.

The Secret to

SuccessMost of the martial arts masters I speak with on a daily basis became professional instructors because they wanted to share with others the benefits they had received from practicing the martial arts.

“When you try to handle your billing in-house, you save a nickel and miss out on making dollars.”

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Increase Your School’s Enrollment with the Birthday Promotion

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Birthday Party Promotion PackThe Birthday Party is a great way to make your current student a hero in the eyes of his friends and an even greater way to invite his friends to join your school. Schools have gotten as many as ten new students from a single party and you can hold ten or more parties every month!

✓ leeF stnedutS ruoY ekaM Like Heroes

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AMSonline keepsyourSCHOOLRight ON TRACK!

“We just love the difference in the software program. It is customi-zable for our schools - not just a set template like the one we used to use.”

– Reneé & Jeff Battenberg

“We love the Fingerprint Scanner! It makes things so much easier, especially with our 300+

student base, which is growing every day! We’re

recommending AMSonline to 7 other schools.”

Call 1-800-275-1600 NOW!ourAMS.com

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“AMS has it all and brings ease of management and great profitabil-ity to my school.

“We are now averaging about $23,000 a month with our AMSKids after school program. During the last summer I made more than 100,000 with my AMSKids Summer Camp alone.

The monthly marketing support makes earning $20,000 a month simple and an income of over $200,000 possible for any school.”

– Master Terrance Evins

with AMS!

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Master Terrance EvinsAfter School Role Model

AMS Does It ALL!Increase Your Income!

This Summer Camp Kit has everything you need to start up your summer camp program to turn your slow summer months into the most profitable time of the year for your martial arts school! The students will love all of the fun and exciting activities you will have for them to do along with learning martial arts!

Call now for this great money making package!

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Increase Your School’s Enrollment with Summer Camp Kit

©2011 AMS

Over 50 ads

Over 85 worksheets

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50 activitiesIncludes 13 stories

KitKitSummer Summer Camp Camp

©2007 AM

S All rights reserved. Unauthorized duplication of this recording is a violation of applicable laws.

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e in

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A.

SUPPORT MATERIALSKitKitSummer Summer Camp Camp

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John Jung •DirectorofBusinessDevelopmentatAMS


1. VIP Card : Increase 5-10 New Students a Month

2. Website: Boost Your New Enrollments

3. Marketing Support : Raise Your Retention

4. Unlimited Consulting and Coaching : Save Time and Money

5. After School Support Kit : Double Your Income

6. Webinars and Discount Supplies : Boost Your Profits

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AMSONLINE is over a $10,000 value per month Sounds too good to be true, but it‘s a fact!

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The 7 Reasons to

Boost your Incomewith AMSONLINE!

First, an exceptional curriculum is easy, exciting and meaningful to teach, plus easy, exciting and beneficial to learn.

Martial arts training requires two things: physical training and a philosophy of dis-cipline. Martial arts training without phi-losophy is no different than organized street fighting. But with-out physical training, you have no martial arts because without action nothing hap-pens. Action requires a quality body, and a quality body requires physical fitness.

In his new package, The New American Dream, Grandmaster Y. K. Kim has developed a curriculum containing the 5 Kinds of Fitness: physi-cal fitness, mental fitness, moral fit-ness, financial fitness, and life fitness. I strongly recommend you add them to your curriculum.

Second, exceptional leadership is mod-ern leadership. Traditional leadership was positional power; modern leader-ship is personal power. Positional power was based on a hierarchy, similar to a master and slave relationship. Personal power is based on the individual’s abil-ity to motivate, inspire and assist others to maximize their potential.

For example, an instructor who relies on positional power teaches all students equally by showing the correct tech-nique and expecting students to imitate

that technique as closely as possible.

An instructor who is also a leader, who relies on per-sonal power, teach-es students fairly, which means he shows the purpose of the technique, how to adapt the

technique to the individual’s needs, and the benefits of train-ing. An instruc-tor who develops his personal power will motivate, inspire, and encourage each one of his students to maximize their potential.

Third, an exceptional business system must be simple, practical and benefi-

cial, so you can make more, spend less, and increase profit.

The best modern martial arts business system I have found is the AMSonline all-in-one management solution. It does everything for your school, from taking attendance, to managing your Pro Shop, to providing proven mar-keting materials, to analyzing areas of improvement, and then giving specific advice on how to attain those improve-ments. It’s like hiring a complete staff, an office manager, a marketing man-ager, and a business consultant for a few dollars a day.

Call AMS at 1-800-275-1600 or visit www.ourAMS.com for a quick and easy demo. We will introduce you to the features and benefits of AMSonline

to help you create a new level of success!

The 3 StepstoModernizeYour Business SystemA modern martial arts school needs three things to be successful in this challenging economy: Exceptional Curriculum, Exceptional Leadership, and an Exceptional Business System.

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Your Logo Here

Cover Story Cover Story

February 2011 Martial Arts World www.ourAMS.com February 2011 Martial Arts World www.ourAMS.com14 15

MAW: You know about 6,000 martial arts schools have closed down due to the recession, so what answers do you have for school owners relative to this crisis?

SO: Obviously, the economy has had a huge impact – although we see our schools thriving in even some the worst hit places such as Fresno, California or Miami, Florida. Overall for the fall-out rate I believe there are several factors. First, The pop-ularity of the UFC and related television programming has led some school owners to change their program into a type train-ing that caters to the 18 to 30 year old adult male market. This decision does not make economic sense since the same market is presently experi-encing 15-20% unemployment and significant “underemployment” as well.

On the other hand, households with the head of the family 35 or older and college educated are running 5% or less unemployment. When you’re running a business you’ve got to pick what you’re teaching and who you’re teaching based upon who you want as students and what’s going to cre-ate a stable business. This is why you see schools like Martial Arts World that run after school martial arts pro-grams still thriv-ing because parents still need this kind of service regard-less of the economy. And schools like Mile High Karate with a focus on solid families in suburban locations can fill their schools at premium prices ($200 to $500 + per month) A focus on the children’s and family market is one solid answer to

building a stable and prosperous busi-ness even in these economic times.

Second, if you are focused on leader-ship skills, character development and high level “life-skills’ you move yourself out of being a purely recreational activ-ity and therefore insure that parents are more willing to spend “discretionary dollars.” There’s a limited perceived value to “kicking & punching” or “grap-pling” but personal development, suc-cess in school, and immunity to nega-tive peer pressure is priceless.

Finally, a tough economy always kills off those who were sloppy or unedu-cated. It helps school owners who

reach out for education and personal development themselves to develop market share by weeding out the bottom rung. Many school owners, unfortunately, don’t take advantage of seminars, coaching, and membership in organizations such as NAPMA to continue to professionalize and develop their school.

MAW: You have been giving some wonderful seminars to help our industry grow! Can you tell our readers how they first got started and what you share in these seminars?

SO: The first seminar I did outside of Jhoon Rhee and EFC was “The Ultimate Martial Arts Marketing Boot Camp” that cost $2,750 to attend. We had a smaller, but very elite group who came to the seminar. Prior to the event I immersed myself in updat-ing my knowledge and studying the top minds on subjects like Direct Response Marketing, Customer Service, Referral Marketing, Sales and Internet Marketing. I then honed

down 1,000’s of hours and 100’s of books into a focused 20 hours at the highest level to pres-ent to the Boot Camp par ticipants. I also did a “Summit of Martial Arts Millionaires.” Ten of the top martial arts industry minds spent 24 hours in a room where we all shared m a r k e t i n g c o n c e p t s ,

If the definition of a Renaissance Man is someone who is versatile and well-rounded with broad intellectual interests and many accomplishments, then Stephen Oliver is the epitome of the title. Grandmaster Oliver is an 8th degree black belt with training in a myriad of styles and oversees

one of the fastest growing martial arts organizations in the U.S. Grandmaster Oliver is a National Merit Scholar, and has earned an Honor’s degree from Georgetown University, and an MBA. He’s been a Board of Director’s member of EFC, NASKA, and NAPMA, a tournament and seminar promoter and school owner since 1983. He continues to energetically pursue a deeper understand-ing of ways to make the traditional martial arts industry flourish. Stephen Oliver has been featured in numerous industry publications, received numerous industry awards including EFC’s life-time achievement honor and Century’s Platinum award, he has published several books, and is a sought after seminar speaker and consultant, and a columnist in many martial arts publications. Now as the CEO and Chairman of NAPMA he continues to spread his wealth of knowledge to school owners throughout the world by his exceptional leadership.

The Most Influential Martial Arts Business Leader in the U.S.

Grandmaster Stephen Oliver

Master Toby Milroy , Brian Tracy and Grandmaster Stephen Oliver

Grandmaster Y.K. Kim, Grandmaster Jhoon Rhee, Grandmaster Pat Burleson, and Grandmaster Stephen Oliver

Cover Story Cover Story

February 2011 Martial Arts World www.ourAMS.com February 2011 Martial Arts World www.ourAMS.com16 17

is through your NAPMA Maximum Impact Membership. Can you remind our readers what members receive and how it can help them to take their schools to the next level?

SO: We provide a very broad range of support for each of our NAPMA Members. All of it designed to help them be financially in the top 20% (or, better) of our industry. We sincerely expect all members to be able to earn 6 figures plus from their school.

To get them there they receive tele-coaching with myself, Toby Milroy, Jeff Smith, Frank Brown and often special guests. Each month they are getting high-level “done-for-you” materials in the mail which includes student news-letters, Black Belt Club and Leadership newsletters, weekly student character development and leadership student (Guidance on Leadership) lessons. Additionally, we create video training to help keep the classroom (and, the instructor) fresh and exciting. We now have a huge online resource as well which includes our regular “Virtual Classroom” of classroom drills and cur-riculum content as well as interviews with everyone from Jackie Chan to Jay Abraham to Jhoon Rhee. The program really is what we’ve come to call the “compass and the roadmap.” It’s all of the tools a school owner needs to grow their school, already done for them, combined with the highest level “Martial Arts School Management and Master Instructor” educational process.

MAW: Many school owners worry because new students are not showing up at their schools. What do you do to get new prospects to come in to your schools?

SO: When I ask school owners where they get new students, word of mouth was the main answer. What that means usually is that they are sitting around hoping to have new students show up. You need several effective internal referral generating strate-gies that you use every month, exter-nal advertising and community out-reach activities to fill your school.

Three things are very nec-essary: 1. A comprehen-sive internal referral system that creates opportunity to bring in people by develop-ing lots of excitement. 2. Community involve-ment in elementary schools, churches, Boy’s Scouts and Girl’s Scouts, and the like plus outreach in community events like for holidays. 3. Advertising and mar-keting that is direct and clearly expresses the benefits of training in your school.

MAW: Some school owners have peo-ple showing up but they are unable to get them to sign-up. What advice do you have to elevate a school owner’s enrollments?

SO: To increase your enrollments, you must have effective introductory and sales processes. A productive introduc-tion and sales process will transfer your level of enthusiasm for the art and communicate the value of the benefits of the program to new prospects in a powerful way. Many school owners frankly “wimp out” when it comes to asking for money or for the sale. You’ve got to be able to go for a win/win – overcome their procrastination to enroll them in your school and add a quality new student to your school.

MAW: Of course, a num-ber of school owners get prospects to sign up only to have many of them quit. How do you close the back door for outstand-ing retention?

SO: Study after study has shown the number one

reason why people stop doing business with a business of any type is “perceived apathy. “ To avoid this you must build strong relationships with your stu-dents and their family from the start. Always being sincerely concerned for your students’ well being and show-ing that concern through personal con-tact including techniques such as know-ing and using their name 3 times each class and appropriately touching them 3 or more times each class is imperative. Other tools such as sending Birthday cards on their birthday, get well cards, or Thanksgiving cards are simple ways to build strong relationships. Also remem-ber, the first year is about motivation and having fun, not about vertical side-kicks or full-contact sparring. Encouragement and exciting classes are very important.

MAW: In your opinion, what martial art style is the best for growing a

Internet marketing, and direct response marketing materials that we’ve used effectively. So my seminars are a prod-uct of many years of research with the best minds in marketing and the martial arts to provide school owners with very high level strategies and tips for success.

MAW: Recently, you became the CEO and President of NAPMA and you’re doing an outstanding job. Can you explain a little bit about the idea and growth of your martial arts franchise opportunity for school owners?

SO: My relationship with NAPMA goes back even before it was founded in 1994. I was on the board of directors with EFC from it’s inception. In the late 1980’s and early 1990’s I shared a lot with Andrew Wood and John Graden

about how to run a high-level school. When NAPMA was founded, much of the content came from Jeff Smith (my instructor and Mile High Karate Chief Instructor), from my friends Tom Callos and Steve LaVallee or from myself. Later, I developed NAPMA’s first “Upgrade Program” called NAPMA Squared then Maximum Impact with a focus on the top 10% of school own-ers. Over the years I agreed with many of the foundational principles, but I also disagreed with a few things like trying to reclaim the 20 to 30 year old adult market. When the opportu-nity arose for my current position with NAPMA I saw it as a chance to bring a higher level of knowledge to a broader base of schools. We want to grow the industry with a strong base of tradi-tional martial arts, but also by radi-cally improving the Student Service, Management, Sales and Marketing skills of the owners.

MAW: Tell us a little about your Mile High Karate organization.

SO: Back in the early 1980’s I was hop-ing to help the Jhoon Rhee Institute develop as in international franchise. Even when I moved to Denver in 1983 I had hoped to be a franchise with Jhoon Rhee, for a variety of reasons that didn’t work out at the time. Fortunately, my timing was just right because the Karate Kid movie had come out just around the same time and was very popu-lar. I opened 5 schools in 18 months

with nothing but a pocket of credit cards and a small loan from my parents ($10,000). Within about 30 months, I was twenty-five years old with over a million dollar a year operation with 6 schools.

Presently, the fran-chise is a com-bination of the foundation that

goes back to the 1960’s and marketing and sales tools I have spent literally millions of dollars developing over the years. The opportunity to come into the Mile High Karate Franchise at this time gives a school owner four advan-tages: 1. Skip a 25 year learning curve, 2. Get to be on a team of like-minded individuals using the same system, and 3. Benefit from a national or interna-tional brand that gets developed across a lot of markets, and 4. Have access to the highest quality marketing tools and sales skills ever developed for our industry.

MAW: You have so many valuable years of experience and wisdom profession-ally, which makes your consultation fantastic. Can you tell our readers how the consulting can aid them and why it is so important for our industry?

SO: We have had an economic period like our present situation every 7 to 9 years, but this one is the worst since the depression. I have the experience of having been through three or four cycles like this since beginning my business in 1983. I am able to help school owners find hidden sources of income that they are missing whether it’s their program structure, tuition rates, renewal structure, or a flaw in their marketing and sales process. I have had the ability to take a school doing $12,000 or $15,000 a month and jump them to $30,000, even $40,000 or $50,000 a month. The quickest was ninety days, but on average six to nine months. Schools that are starting out at $30,000 a month have moved up to $60,000 to $100,000 under my guidance without spending more on marketing or advertising. Many times it’s just having an objective, educated outsider look at your school and find the “holes.” I typically focus first on student retention and student value, tuition rates, then fix renewal and enrollment conversion rates, then “open the fire-hydrant” and flood the school with intro traffic.

MAW: Another way your organization is serving martial arts school owners

Grandmaster Stephen Oliver Instructing His Class

Grandmaster Stephen Oliver Teaching Business Class

Master Toby Milroy and Grandmaster Stephen Oliver Grandmaster Stephen Oliver training with Great Grandmaster Jhoon Rhee

Cover Story

February 2011 Martial Arts World www.ourAMS.com18 19

NAPMACEO-StephenOliver

successful martial arts business?

SO: In these days, most schools are teaching a variety of styles, so in a sense they’re all “mixed martial arts” therefore pr inc iple is more important than style.

Yet, I think traditional uniforms, formal-ity, courtesy titles, life-values and the techniques ought to be very structured and organized. For success, look at the market that you want to serve, figure out what they would most enjoy learning, what’s the easiest way to teach it, and what’s going to create the best results for them in the long term.

MAW: There has been a tremendous growth in mixed martial arts over the last few years. What is your opinion of mixed martial arts in general and the UFC in particular?

SO: I would say that I’ve been training in MMA since the 60’s, but my schools have the feel of traditional martial arts not a 24 hour fitness center or boxing gym. First, I think the people behind the UFC are brilliant marketers and have done a fabulous job building a huge sport, but I regret that they have tagged it with the martial arts label. I have seen the influence of UFC and its varied off-shoots causing a decline in traditional martial arts schools and confusion about what we teach and how it’s different from the image of Brock Lesner or the other colorful characters in that spectator sport.

Here’s a litmus test that I use: At the height of the Taebo craze we were bom-barded with calls from women wanting to do kickboxing. Now ask yourself if

you’re getting 20 to 30 calls a month from people wanting to learn and par-ticipate in what they see with UFC and its by products. We’re not getting the calls from people who want to train in that way. It’s much more a spectator sport than a grassroots participant activity.

MAW: This year, NAPMA and AMS will team up to help martial arts school owners to take their business to the next level. How did you come up with the idea of having a united effort with AMS for the Financial Power Summit?

SO: I can’t take credit for this great idea. I have known Grandmaster Y. K. Kim for twenty-five years through my Instructor Jhoon Rhee and have always had great respect for his knowledge and impact on the indus-try. I have certainly previously sug-gested that we work together, but now there is a marvelous opportu-nity for our people to be exposed to all that AMS provides and for their people to become familiar with what NAPMA has so it will be of great ben-efit to the whole martial arts industry. I believe we are very congruent with the intent of traditional martial arts schools strengthen-ing their image and quality.

MAW: What would you say are the top three reasons for someone to come to the seminars with Y. K. Kim and yourself as two great industry leaders?

SO: Before the top three reasons, I want to say that Y.K. Kim’s passion and enthusiasm for the martial arts industry is contagious. School owners who attend the seminars will get a complete understanding of three components of their business that will help them skyrocket to the next level. First, they are going to learn how to maximize their revenue. Second, they will learn a bunch of things that will immediately flood their schools with more introductory traffic. Third, they will see how there is absolutely no conflict between high quality martial arts, high quality teaching, and run-ning a very profitable school.

MAW: Many people are wondering, what is your opinion of the future of the martial arts industry?

SO: I believe the future of the martial arts industry is very bright. Although I believe this is true everyone is not going to like the direction the industry takes. I can see three things that will hap-pen to our industry in the future: 1. Massive consolidation, 2. Specialization, and 3. More high level professionals. I think three organizations will end up dominating the industry through massive consolidation. The organizations will be specialized at what they offer, so that Mom & Pops won’t be able to compete. Finally, I think we will see more well-educated people running schools over just an exceptional athletic instructor.

MAW: Thank you for sharing your insightful thoughts with openness for the benefit of the martial arts industry.

Grandmaster Stephen Oliver and Action Star Chuck Norris

Grandmaster Stephen Oliver , Jeff Smith and Pat Burleson

Grandmaster Stephen Oliver Special Lecture

Great Grandmaster Jhoon Rhee proudly displays his Greatest Leader of the Century Award at his 80th birthday celebration

“He made an enormous impression on my life for good and for every member that’s ever had a chance to work with him.”– Former FL Secretary of State and U.S. Representative, Katherine Harris

“I have been inspired by Jhoon Rhee’s ability to work with people, to inspire young people and older folks like myself to do what is right, to develop our bodies and minds to be great citizens in this fantastic country.” - US Ambassador to Denmark and U.S. Representative Dick Swett

Apparitionspeechby U.S.Representative(NH)-DickSwett

Y.K.KimInterviewswith U.S.Representative(FL)-KatherineH

arris

U.S.Representative(LA)-BobLivingston

U.S.Representative(CA)-MelLevine

GrandmasterJ.PatBurleson

––– G r e a t G r a n d m a s t e r –––

jhoon rheeCelebrates 45 Years of Teaching Over 350 Members of the U.S. Congress MAWMagazinePublisherY.K.KimInterviewstheDignitaries

MAWMagazinePublisherY.K.KimInterviewstheDignitaries

GrandmasterY.K.Kim,GreatGrandmasterJhoonRhee,andMrs.TheresaRhee

SecretaryofAgriculture-MikeEspy

U.S.Representative(MO)-JamesSymington

U.S.Representative(VA)TomDavis

KoreanAmbassador-DukSooHan

Presenting an appreciation award from the U.S. Congress are the Hon. Bob Livingston; Hon. Dick Swett. Hon. Trent Franks, Grandmaster Jhoon Rhee, Hon. Nick Smith, Theresa Rhee, Hon. James Symington, Hon. Toby Roth, Hon. Connoe Morella, Hon. Katherine Harris, and Grandmaster Y.K. Kim

Korean Grandmasters and Masters

MAWExecutives

MasterMikeBugg,MikeThomas

Mrs.JhoonRheeandFriends

Robbi Nelson •AMSMarketing

Consultant and After School Expert


You should know that AMSkids is the most profitable after school martial arts program

in the industry and its success is all about what’s elementary.

Get ElementarySchool owners who operate AMSkids often make comments like, “AMSkids saved my school” and “I doubled my income with AMSkids.” So what are the keys to this kind of success? You know from your martial arts training that foundational or elementary skills must be perfected first to become great. It’s also clear that all successful people have expertise in the basics or elementary skills of their chosen area.

Elementary SchoolsBe deductive like Sherlock for a moment and ask some elementary questions. Who are the students that would participate in your after school program? Of course, the answer is elementary children. Where is the primary place you must go to find large numbers of children this age for the greatest impact on your enroll-ment and income? Once again, the answer is elementary because they are found in elementary schools.

You’ve probably found that it can be not so elementary to get into the ele-mentary schools in your town. There

is good news for you because the AMSkids program has many basic or elementary methods to get you into the school system. The simplest way is to become a Partner in Education and help the schools by teaching a physical education class once or twice a week. This builds tremen-dous word of mouth promotion for your program!

The AMSkids program not only shows you how to get into the elementary schools, it shows you how to stay in them. The AMSkids step-by-step Starter Kit shows everything you need like: How to build relationships with the right people, getting schools to advertise for you, getting on special pro-grams list, etc.

Getting into the schools is one thing, but having an effective program is another thing and the AMSkids program will make your after school program the best in your town. Every

month you get exceptional materi-als to help you promote and oper-ate the program at the highest level. Receiving attractive ads, informative newsletters, and a dynamic curricu-lum every month makes your success elementary.

Another elementary point to make is that after school students bring in 4 times as much income as tradition-al program students. The decision to run the AMSkids Program is elemen-

tary for higher profits so call AMS at 1.800.275.1600 to get started now!

Get AMSkids to Make High Profits ElementaryThe nineteenth century English detective Sherlock Holmes often stated, “It’s elementary” when expressing the pieces of a puzzling crime. In the same likeness, you have to get elementary to run a successful after school martial arts program.

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Martial Arts World Magazine Online

Receive the latest martial arts industry updates from AMSGet information on upcoming professional eventsGain access to Martial Arts World Magazine online

Subscribe now by visiting: www.ourAMS.com/email

It’s FREE!

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1-800-275-1600www.ourAMS.com

“Quickly generate income with after school martial arts.

“Since there is a huge demand for after school care, an after school martial arts program can be a fantastic income generator.

“An after school student’s tuition earns 3 to 5 times as much income as a traditional evening time student.

“The AMSkids after school martial arts program is the quickest way to add and additional $10,000 to $20,000 a month in income.

“AMSkids is a surefire program that leads to financial freedom.”

– Instructor Kathy Hubley

Mention Code #MG1006E13 for a special enrollment bonus

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“I started teaching in the back room of another martial arts school. I now have my own full-time professional school with 215 active students thanks to AMS. We had our first $10,000.00 month last summer and we are continuing to grow.

“I looked at other billing companies, but they either didn’t understand how to collect, or they didn’t understand the martial arts. The AMS staff knows both. Because they specialize in martial arts business, my business is easier to run. You see, I want to be on the mat teaching, not in the office counting nickels.”

– Master Mike White

AMS is The Leading Martial Arts Billing and Consulting Company

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“I was lucky to have AMSonlineduring this economic crisis.

“ AMSonline is much more than software; it boosted my school and increased my income by $275,000 this year.

“ AMSonline has everything that Ineed in my school business:

• Monthly after school support kit• Monthly marketing support package• Weekly business webinar

Best of all, expert advice is just a phone call away

“ AMSonline saves me lots of time, money and it’s fun to use. Features like paperless sign-up, electronic attendance, online pro-shop, mass email promotions, accurate accounting, and most importantly it motivates your staff.”

AMSonline is a must have for every school!

Call 1-800-275-1600 Todaywww.ourAMS.com

MasterMike Bugg

This Summer Camp Kit has everything you need to start up your summer camp program to turn your slow summer months into the most profitable time of the year for your martial arts school! The students will love all of the fun and exciting activities you will have for them to do along with learning martial arts!


1.800.275.1600 or visit online

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Invest only $495Earn over $49,500 this summer

with summer campIncrease Your School’s Enrollment with Summer Camp Kit

©2011 AMS

Over 50 ads

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KitKitSummer Summer Camp Camp

$495You get: • Over 50 ads • Over 85 worksheets • Over 50 activities • Includes 13 stories

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StevenGreen •AMSkids&SummerCampProducer


Well, so are the many school owners who get excited about the possibilities of running an exceptional Summer Camp who begin in March or April only to be disappointed in June and July. On the other hand, schools that begin Summer Camp now can earn $100,000 to $250,000 for their camps.

Great CompetitionWhy must your Summer Camp begin now? Just go and take a look at your local newspaper’s upcom-ing events or social section and you’ll find out why the begin-ning of the year is the time to begin your Summer Camp. Surely, you’ll see that there is a whole bunch of competition: YMCA’s, Sports’ Camps, Music Camps, Traditional Camps, and of course, other Martial Arts Summer Camps.

If you think you can wait until the Spring to begin your Summer Camp, you will give an edge to all of your competi-tion and they’ll take advantage. The saying, “The early bird catches the worm” is true with regard to running a successful Summer Camp.

Proven Path Maybe you’re not quite so sure how to begin a Summer Camp now. Have you ever heard the expression, “You don’t have to reinvent the wheel”? AMS guided school owners just like you to achieve tremendous success in their Summer Camps by following a simple step-by-step path that works no matter what style you teach. In other words, there is a proven path that will help any

school owner earn $100,000 or more with their camp.

Success Secrets There are lots of secrets within the AMS Summer Camp Kit to give you the edge you need over the competi-tion. Just consider some of the topics in the kit:

1. How to Prepare to Succeed – everything from facility, staff, equipment, field trips, ads and form, etc.

2. How to Promote Successfully – ideas like internal and external promotion, brochures, signs, sales presentation, getting into the pub-lic school system, etc.

3. How to Operate for Success – all the direction you need from organizing students and staff to scheduling and specific activities.

Now can you see why Summer Camp must start now? It’s a big undertak-ing that is well worth the effort in the financial and enrollment rewards

you’ll receive. Breathe a sigh of relief because with the AMS Summer Camp Kit you’ll have an easy to follow step-by-step guide, activities and customizable ads to begin a successful promotion right away! Don’t delay find out about the kit today - call AMS at 1.800.275.1600.

Start Your

Summer Camp NowThat’s right! A profitable Summer Camp with lots of enrollments begins right smack in the middle of winter. Are you surprised?

Increase Your School’s Enrollment with Summer Camp Kit

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Over 50 ads

Over 85 worksheets

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KitKitSummer Summer Camp CampThis Summer Camp Kit has

everything you need to start up

your summer camp program to

turn your slow summer months

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You get: • Over50ads• Over85worksheets• Over50activities• Includes13stories


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The NEW American Dream will

Change your School & your Life!These are the future of Martial arts

Transform your classroom with the 5 Kinds of fitness• Physical fitness: lose extra pounds and get in

shape.• Mental fitness: lose mental fat and build

mental muscle. • Moral fitness: lose self-doubt and increase

confidence.• Financial fitness: lose liabilities and build

financial success.• Life fitness: lose poor habits and create a

winning future.

Revolutionize your classroom with a NEW concept of self-defense • Physical self-defense• Verbal self-defense• Self-Attacks self-defense• Financial self-defense• Life self-defense

Energize your classroom with U.S. National Exercise• A new concept of exercise: the 7 ways you

can practice without spending any extra time.

“The New American Dream is full of passion. It is timely and appropriate for America today.”

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For this reason I strongly recom-mend that you teach a separate beginner’s class. When you just

throw your beginners into your regular class, it can be very frustrating to all the students. Beginners have very different needs than more advanced students. When you put them both in the same class, one or the other will get frustrat-ed, and your retention will suffer.

All your classes must be educational, motivational, and practical. Here are three secrets I have discovered over the years for my beginners’ classes:

First, take the time to teach your basics properly. Beginner’s class lays the foundation of the martial arts for these students. The basics we teach provide the foundation of every technique the students will learn, even the most advanced skills. Just as you cannot build a skyscraper on a founda-tion of sand, you cannot build power-ful martial arts technique on sloppy basics. The quality of your black belts begins here.

Take the extra time to explain the basics, allow the students to practice, and then help them improve. I like the P-I-R method of correction, which stands for: Praise, Improvement, Result. You praise the student for what he is doing well, suggest an area of improve-ment, and then tell him the result of following your advice. For example,

“Good! I like the way you snap your kick out and back. If you point your knee a little higher, you will be able to kick higher.”

Second, help students set short-term, mid-term, and long-term goals. Students with goals have a rea-son to overcome the inevitable frustra-tions that come when they are push-ing their limits. Help them learn to turn obstacles into stepping stones, to achieve higher levels of mastery. A short-term goal for a beginner is to pass his or her yellow belt test. A mid-term goal would be to receive their black belt. A long-term goal would be to become an instruc-tor, to be able to share what they have learned with others.

Third, make sure they get a good physical sweat and a good men-tal sweat in each class. The more immediate benefits they receive, the more necessary your classes will become in their lives.

Physical sweat is a sign that they are getting into better shape. They are

improving their strength, flexibility, and health, while reducing stress. At the end of every class you can measure your success in gallons of sweat.

Mental sweat comes from understand-ing the principles behind the basics, which give us direction in our lives. Be sure to point out the practical applications of martial arts principles

in everyday liv-ing. For exam-ple, we teach verbal self-defense along-side of physi-cal self-defense. Chances are your students will use verbal self-defense in the next day or so, whereas they will prob-

ably not use physical self-defense for weeks, months, or even years. When they see immediate benefit, they have to come back for more.

If you would like more detail on how to make your classes relevant to every day life with physical self-defense, mental self-defense, moral self-defense, financial self-defense and more, listen to the CDs in Grandmaster Y. K. Kim’s The New American Dream package. They contain the martial arts curricu-lum of the future!

3 Secrets to a Great Beginner’s ClassBeginner’s class is the most important class in martial arts training. If you don’t have a great beginner’s class, it won’t matter how good your other classes are, because students will quit before they ever get to move up in rank.

Nominate a worthy school owner.

Submit nominations early. Only one award will be given in each category!

2012 Martial Arts World Magazine International Hall of Fame Nomination Form

Winners must attend the 2012 Hall of Fame Awards Banquet to receive their awardFull Name: _______________________________________________________________ Rank: __________________________

School Name: _______________________________________________________________ Martial Art: _____________________

School Address: __________________________________________________________________________________________

City: ____________________________________ State: ________ Postal Code: ___________ Country: ________________

School Phone: ___________________________ Website: ________________________ e-mail: ________________________

I wish to nominate the above named person in the following level: o Instructor o Master o Grandmaster

Reason for Nomination (accomplishments):

_________________________________________________________________________________________________________

_________________________________________________________________________________________________________

Nominated by: ______________________________ phone: ______________________ e-mail: _________________________

www.ourAMS.com/hof • Phone: (800) 275-1600 • Fax: (407) 896-1392 • Mail: MAW Hall of Fame, P.O. Box 149006, Orlando, FL 32814-9006

Requirements for Attendance 1. Black tie event. 2. Reserve a banquet table at $349.95 per person

Special Benefits for Attendees 1. Free 2012 Martial Arts Expo May 5-6th, 2012 ($349.95 value)

(Includes: special seminars, HOF Banquet on Friday night, and lunch on Saturday).

2. Meet legends of the martial arts industry and build a network with them.

International

Nominate a Martial Arts Leader for the International Hall of Fame Award

Hyatt Hotel - Orlando, FL. May 5, 2012 Black Tie Dinner

Hall of Fame

Living Legends

• Outstanding Instructional Leadership• Outstanding Business Leadership• Outstanding Educational Leadership• Outstanding Spiritual Leadership• Outstanding Leadership in Christian Martial Arts• Outstanding Promotion of the Martial Arts• Outstanding Tournament Promotion• Outstanding After School Promotion• Outstanding Promotion of Children’s Safety• Outstanding Cultural Contribution• Outstanding Contribution to Health and Fitness

• Outstanding Contribution in Video Instruction• Outstanding Contribution to Women’s Safety• Outstanding Research and Development• Outstanding Community Service• Outstanding Development in Management• Outstanding Development in Defensive Tactics• Most Creative Program of the Year• Promoter of the Year• Master Instructor of the Year• Grandmaster of the Year• Golden Life of Dedication

Sample Categories:

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Leaders EDGE™ is the NEW Level of After School Martial Arts!

Add 55 New Students Each Month!“By following the path set by AMS, I increased my school from just 55 students to over 1,000 students.

“After only a few months with AMS, I started enrolling 55 students a month and I haven’t stopped. There’s no doubt with AMS!

“I’ve been teaching martial arts in the same location for over 36 years and I know the value of reliability and integrity and no one does it like AMS.”

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AMSOnline is much more than software it will support your school’s super success:

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“At the EXPO I learned there are a lot of resources within the AMS community and

they are all very willing to help you grow. “You’ll meet very successful school

owners, but also others who are working hard to move up professionally which gives you the oppor-tunity to ask them what works in business. “I honestly think the speakers, your peers and the AMS staff at the EXPO will motivate any-one who attends to move up to the next level.” ~ Master Justin Tjelmeland

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“AMS has it all and brings ease of management and great profitability to my school.

“We are now averaging about $23,000 a month with our AMSKids after school program. During the last summer I made more than 100,000 with my AMSKids Summer Camp alone.

The monthly marketing support makes earning $20,000 a month sim-ple and an income of over $200,000 possible for any school.”

– Master Terrance Evins

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The principles are second nature to you when you are sparring, but did you know that speed,

power, and accuracy are just as impor-tant in advertising and promotion to attack your town’s market success-fully?

If you want to enroll 25 to 50 new students every month you must under-stand how to advertise and promote properly.

As in the martial arts great skill comes through great effort, to be great at advertising and promotion much train-ing is required. Do you have the time to focus all your energy while operat-ing your school on learning advertising and promotion? If you answered, “Yes” are you planning on making a career change? The correct answer is “No” to both questions, but you still have to advertise and promote your school effectively.

So what’s the solution to gaining the speed, power, and accuracy needed to reach more prospects than you

thought possible without getting a degree in advertising? The answer is found in the professional products and services that AMS develops for martial arts school owners just like you. Every month well trained experts prepare the kind of speed, power, and accuracy in

advertising and promo-tions designed to deliver a knockout.

1. Speed - From an advertising and promotional standpoint, speed primarily has to do with hitting the target

market at the right time. Experience leads to good timing and AMS has been providing school owners with marketing solutions for close to thirty years. Each month tools like posters, flyers, tent cards, door hangers, emails, etc. are designed with this kind of advertising speed in mind.

2. Power - The idea of power with regard to advertising and promotion mean to have impact. One key to powerful ads is eye catching designs with images and a layout that appeals to prospective students. Another key is the use of words that capture the

attention and move the reader to act. AMS has a team of expert graphic designers and writers eager to provide you with penetrating ads sure to increase your enrollment each month.

3. Accuracy - Getting your advertising and promotions to the right people is what is meant by accuracy. Targeting the children, teen, adult, or even the senior market requires the appropriate kind of ads and promotions for each individual market. AMS marketing solutions through AMSnews, AMSkids, Leaders Edge, and AMSonline will hit the bull’s-eye in your city.

To do your best in every way sometimes requires help along the way. You want your advertising and promotion to have the speed, power, and accuracy for great impact, so call 1.800.275.1600 and find out how AMS can aid you in taking your school to the next level for skyrocketing enrollment each month.

Your Ads Must Have

Speed, Power, and Accuracy You realize the importance of speed, power, and accuracy when attacking an adversary.

“If you want to enroll 25 to 50 new students every month you must understand how to advertise and promote properly.”

MANAGEMENT SERVICES, IN

C.

AMERINATIONAL

YEARS

©2009 All rights reserved. Unauthorized duplication of this recording is a violation of applicable laws. M

ade in U

.S.A

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BillKrapek •AMSBusinessDevelopment ExecutiveandSocialMediaExpert

AMSonline tripled my income!

“AMSonline has fresh resourceful marketing tools and an accounting organizer that allows you to keep track of your students’ attendance & past due tuition. AMS even gives you valuable and effective consultation that increases your school’s retention! And you can take that to the Bank! But even more importantly, it saves me time so I can spend more time with my family.”

—Austin Wright, School ownercall 800.275.1600www.ourAMS.com/amsonline


Youmightaskyourself,“Why do I need social media as a method of marketing my location?”

Surely you have heard about the new craze called Social Media! If you haven’t, you’re behind the

times and in need of getting con-nected with this powerful marketing method for your school. Social Media Marketing is one form of Internet mar-keting which has the goal of giving you a greater Web presence through participating in various social media networks. Simply put, it is networking online with social groups.

Here are three reasons:

1. It is the latest trend for effective marketing and most businesses are going in this direction and their customers look to social media. Social media is the present and future of marketing and is sure to become the dominant marketing source over the next 5-10 years.

2. It reduces marketing expenses. You can save a lot of money on printing and mailing costs because everything is done electronically over the Internet. Joining a social network on the Internet doesn’t cost anything so it is a free form of marketing.

3. It increases enrollment and income. Through social media you gain greater exposure rapidly once you start. You can instantly reach unlimited markets with the click of your computer’s mouse. The increased Internet presence leads to an awareness of your school which leads to more enrollment and income.

Did you know that Pepsi dropped TV advertising for the Super Bowl in 2010 for the first time in 23 years to invest $20 million in a social media campaign? Traditionally, small business has spent the majority of their marketing dollars offline. In 2009, only one-third of SMB marketers viewed

Facebook as “very” or “some-what” beneficial. But for 2010, 74% planned to increase their use of email marketing and 68% planned larger bud-

gets for social media.

Clearly, social media marketing is on the rise and your school can reach the next level by utilizing this form of marketing. Don’t know much about social media? That’s alright because AMS has already created two YouTube videos which school owners can link to their professional websites through

AMSonline to further promote their schools.

There’s no need to be a Social Media Marketing Misfit because AMS can

quickly and easily get you on track with a profit-

able social media campaign. Call 1.800.275.1600 or email [email protected] to find out more on taking the next step to elevate your school’s enrollment and income with social media marketing.

Are You A Social Media

Marketing Misfit?Surely you have heard about the new craze called Social Media! If you haven’t, you’re behind the times and in need of getting connected with this powerful marketing method for your school.

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There’s no doubt about it, we live in a rapidly changing world. If you don’t actively try to keep up, you can rapidly fall behind.

Some people take a reactionary approach, doing their best to react to every change and generally playing catch-up. Others take a proactive approach, taking posi-tive action to stay one step ahead. Which kind of person would you rather be?

School owners who want to be proactive can discover a world of power at the upcom-ing Financial Power Summits. At these intense seminars, they will learn to:

1. Harness the Power of Change.

Traditional martial arts prin-ciples must be applied to 21st Century needs in new and exciting ways. Your students need to learn more than kicks, punches, wrist locks, and chokes. They need to learn how to defend themselves from everyday situations, using:

•Physical Self-Defense from their own bad habits;

•Verbal Self-Defense from class-mates, co-workers, and even family members;

•Moral Self-Defense from insidious self-attacks;

•Financial Self-Defense from com-mon money misconceptions;

•Life Self-Defense from people and situations that try to control them.

Grandmaster Y. K. Kim will show you

how to incorporate all of these different kinds of self-defense into your curricu-lum to keep your classes relevant to your students’ lives on a daily basis.

2. Harness the Power of Service.Martial arts instruction is really a ser-vice industry, and customer satisfaction is the number one job of any ser-vice. As times change, needs change.

Grandmaster Stephen Oliver will show you how to deliver the service students and parents really want to keep them coming back year after year.

3. Harness the Power of Technology.

The future of martial arts marketing lies in electronic marketing. Do you know how to get the most out of your Facebook page? Does your school have positive reviews on Yelp! and other search sites? Can your students register and pay for special events like belt tests and tournaments online? If not, you are rapidly falling behind your competition.

At the Financial Power Summit, you will learn the latest in school management solutions to keep you on the cutting edge of new technology.

4. Harness the Power of Targeted Marketing.

With unemployment hovering over 9%, many schools have complained that they are losing students. However, even with an unemployment rate of 20%, that means that 80% of the population is still employed. Why not target your marketing not just to the 80% who are

still employed, but to the top 10% of earners who can afford to buy what they want in any economy?

Master Toby Milroy will show you how to “recession proof” your school by targeting your marketing efforts to the affluent client, offer-ing the kind of services they want in a language they understand.

5. Harness the Power of Parental Support.

The parents of your young stu-dents can be your greatest sup-porters, but can also be your

greatest challenge. Master Keith Winkle will show you how to rally their sup-port by involving them in easy and highly rewarding fundraising for their children’s exhibition teams and tourna-ment teams. These teams can become the heart of your school, doubling stu-dent loyalty while generating positive publicity in your community.

Could your school use a little injection of power? Would you like to take a proac-tive approach to our changing industry? Then you need to take action now and reserve your place at the Financial Power Summit coming to your area. It’s an easy, one-day seminar that will show you how to jump-start your growth and prepare you for the changes in the coming years. Don’t be left behind! Register now! Call 1-800-275-1600 to reserve your place today!

Increase Your Financial Powerat the Martial Arts Financial Power SummitByMasterKirkPelt

Martial Arts



1st ReasonToby Milroy, Expert in Martial Arts Marketing Trends Plug the holes in the bucket with these 4 PROVEN successful systems for creating iron clad student retention that anchor your students and families into your program.

2nd ReasonKirk Pelt, Martial Arts Business Social Media ExpertEarn an additional $100,000 or more a year the easy way by using social media with the best technology for management and marketing for your school.

3rd ReasonKeith Winkle, Special Event ExpertBoost your profits and enroll 25 to 50 new students with new special events and fund raising committees.

4th ReasonStephen Oliver, Modern Martial Arts Business Leader in the U.S. Make the quantum leap to double your income in as little as ninety days with the pearls of professional wisdom that have given school owners across the country financial security.

5th ReasonY. K. Kim, Pioneer of Martial Arts Business Join the Millionaire Network to become a new martial arts millionaire with the secrets that can turn any and every economic crisis into an opportunity.

Top 5 Reasons why you must attend this seminar MARTIAL ARTS FINANCIAL POWER

SUMMITSaturday 2011

8:30am –6:30pmDATE PLACEMarch 12 Dallas SpringHill Suites Dallas

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MasterTimMcCarthy •ViceChairmanofMAW

•AMSSpecialAdvisor


The future of martial arts is less violent and more practical for everyday living. Think about it . . .

how many physical fights have you got-ten into over the last 5 years? How many verbal confrontations have you gotten into in the last month? Most people have more verbal confrontations in a month (a week? a day?) than physical confrontations in 5 years. It’s just a ben-efit of living in a civilized society.

If we want to survive as an industry, we must adapt traditional martial arts principles to 21st century needs. For example, one of the hottest issues of the year has been health care. While the politicians argue about who pays how much for what kind of care, martial arts instructors have the opportunity to help our students prevent problems by stay-ing healthy. We can teach physical fitness not only from an exercise standpoint, but through healthy eating, proper breath-ing, and stress management.

If we emphasize these added values in our classes, we become less of a hobby and more of a necessity, with tangible, even financial benefits.

Traditionally, the stock and trade of martial arts instruction has been self-defense. Whether you teach kicks and punches, wrist locks, or take-downs and chokes, the end result is that your student learns to handle a physical confrontation. However, most of us teach our students that physical self-defense is a last resort – instead we should first diffuse the situation or just walk away. Now, why should our students continue to train in the martial arts when we teach them not to use the skills we practice? We are actually encouraging them to quit.

Why not teach them skills they can use every day? We can expand our self-defense curriculum to teach Physical Self-Defense from things like bad eating

habits and laziness. Students will face these temptations every day, and practicing at your school

gives them the discipline to resist temptation. Why not add Verbal Self-Defense to your curriculum, to defend themselves from verbal assaults from classmates, co-workers, and even family? Why

not practice Moral Self-Defense, to give them practice defending

against self-attacks like self-doubt, fear, and anxiety? These skills require practice, which requires continued attendance.

I am not recommending that you throw out your traditional self-defense cur-riculum. It is fun to practice, and more importantly, it provides the framework to teach these other skills. I am rec-ommending you distinguish yourself from your competition by expanding the principles behind your self-defense curriculum to incorporate the kind of challenges your students face on a daily basis. If your competitor’s school teaches violence and your school teaches how to stay healthy and successfully handle situ-ations they face every day, which school do you think they will choose? Which school will they stay with?

You can get a thorough explanation and even clear examples of how to practice these expanded self-defense skills in Grandmaster Y. K. Kim’s new package The New American Dream. In it, he gives you many tools to catapult your curriculum years ahead of your competi-tion and teach the practical skills your students need.

Don’t wait for your competitors to make their move. Beat them to the punch by acting instead of reacting. Keep your school on the cutting edge of martial arts instruction by teaching the skills your 21st century students need today, tomorrow, and in the future.

Stay Ahead of Your

CompetitionThe future of martial arts is less violent and more practical for everyday living. Think about it . . . how many physical fights have you gotten into over the last 5 years?

MasterErikHubley •VicePresidentof MAW

•MCofMartialArtsEXPO

Funding Your Exhibition and

Tournament Teams

February 2011 Martial Arts World www.ourAMS.com38www.ourAMS.com

Two teams no school should do without are the Exhibition Team and the Championship Team.

The Exhibition Team,which is sometimes called your Demo Team, practices exciting techniques to use during exhibitions. We call ours the Dream Team, and we dedicate one special class a week to them. They

prepare exhibitions for our belt tests, plus any other exhibition opportunities we get during the year to promote our school. We give them special training in higher level techniques, exciting break-ing, crowd-pleasing falls and throws, and exceptional team coordination.

To give our team a sense of being special, we buy special exhibition uni-forms that make their show more excit-ing. We invest in music and special props for their exhibitions and help with travel expenses and entry fees for competitions. We also provide some team identity items like equipment bags, t-shirts, and warm-up suits.

The students, both adults and children, are proud to be members of our Dream Team, and the parents are extremely supportive. They feel like they have ownership in a special part of our school, and when they feel ownership, they naturally give more time and receive more satisfaction.

At this point, you are probably ask-ing, “Where do we get the funds for

all those expenses?” Our major fundraiser is our annual Break-a-thon. It works great because we use the money we raise to pay for the expenses of the event, and then divide the profits equally between the ICG, and

international charity, and our student teams. Last year we raised $10,000, so our Exhibition Team budget was really good. We are looking forward to raising more this year, because the students and parents work harder to raise money when they know that a large percent-age of the money is for their own team.

Our Championship team works the same way. In our tournament system we have championship tag-team

matches, which – if you’ve ever seen them – are unbelievably exciting. Our competitive athletes train hard, and spend many extra hours focusing on sparring. We just can’t do that much sparring in our regular classes, so we created a special class that provides a great outlet for students who really love to spar. Plus, they get to compete on our Championship Team, win tro-phies and medals, and receive travel subsidies from our fundraising efforts.

I highly recommend you develop your own Exhibition Team and Championship Team, and fund them with a Break-a-thon. You can get all the materials and guidance you need setting up a Break-

a-thon included as part of your AMSonline materials.

AMSonline is your single solu-tion for every-

thing a martial arts school needs.

Schedule a Break-a-thon this year, so your teams will be

better equipped, and your stu-dents and par-ents will be more loyal than ever!

One of the secrets to long-term student retention is forming teams. Your regular classes have to be designed for all your students, of all ages and ability levels. Teams allow students with outstanding ability to focus on their area of interest and develop their fullest potential.

“Last year we raised $10,000 so our Exhibition Team budget was really good.”

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The most successful school owners in the world have found that NAPMA is the key to success as a Professional Martial Arts School Operator.

We’re so convinced NAPMA will be your key to success, we’ll include

$2,310.12 in FREE Registration Bonuses. Your registration will include TWENTY FIVE exciting and fast paced,

school-building interviews with the very best marketing, business and motivational experts, celebrity martial artists and top school owners in the country.

Register today for this VERY limited Free Offer. Go to www.NAPMAFreeOffer.com right now, or call 727-287-0241 and ask for Bob to learn more today.

the key to success as a

The most successful school owners in the world have found that NAPMA is

Imagine, living the Lifestyle you choose exclusively from your Martial Arts school. Pursue your Passion for the Martial Arts full-time, earning a six-figure income, while developing hundreds of Quality Black Belts, Deeply Impacting your Student’s Lives, and becoming a Celebrity in your community. Achieve Success without selling out. Develop your Students to the Highest possible level.

Instead of 20 Leads, I Now Get 200 Plus!

Master Oliver, CEO of NAPMA gave me advice which changed one of my lead strategies tremendously. Instead of getting

20 leads from this activity, now I get 200 plus. By listening to his advice, I received more leads in a week’s time than I have in 4 months.”

Brad FantleTallahassee Tae Kwon Do Academy

2785 Capital Cir NETallahassee, FL 32308

So Important to be Surrounded by Success!

I think it’s so important for school owners, and people who are aspiring to be school owners

just to be surrounded by those who really have been success-ful. There are so many other places you can go to fi nd real negative views, how to stay small, how to stay kind of stag-gering around, certainly that’s the background that I came from in martial arts in the 70’s. Today there’s a new view of that, a view that no you can teach well, you deserve to live a life of dignity, a life of success and this is so important for young ones to be surround by people like that here at NAPMA

Stephen K. HayesBlack Belt Hall of Fame

Attention All Martial Arts School Owners

Ziglar Robbins Rhee Clark Oliver Kovar Hafner Abrahams Hopkins

Earn a Six-Figure or Better Income Running Your Martial Arts School Without Sacrifi cing the Integrity of Your Art.

If You Are Frustrated With:Having prospective students visit your school without enrolling.

Doing plenty of intros, but they never actually ENROLL in the school

Disconnected systems that don’t work together to build the business YOU want.

Your Business TOTALLY consuming your life leaving NO TIME for family and friends.

Tired of running on the student drop out “Hamster Wheel”, watching the students you work so hard to enroll go right out the back door.

Not earning the level of income you truly deserve.

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Plugging the Holes in Your Bucket

The 4 Laws of Iron Clad

Student Retention


It’s an unfortunate reality in our business that despite our best inten-tions and efforts, students quit.

Either for good reasons, or not. It’s an even more unfortunate reality that far too many schools do very little to pre-vent attrition.

Keeping the Classroom FRESH and Exciting According to our research, statistically, the most common “reason” (or excuse) students use for dropping out, either adult or child, is “They just lost interest,”

What does this REALLY mean?

Well, in far too many cases, it means that your curriculum and/or teach-ing style is too repetitive, stale, uninspired, or just plain boring.

We live in a FAST MOVING, “on demand” society, where television and videogames move at the speed of light and you can access virtually every piece of information known to man at the click of a mouse.

Certainly, one of our missions is to help our students expand their atten-tion span and help them learn to focus on the task at hand, but we also owe it the them to teach them these lessons in a way that’s fun, exciting, engaging, and inspiring to them!

Therefore it’s VITAL that we keep the classroom from get-ting too repetitious or dull.

As Master Martial Artists, we all understand and agree that it takes thou-sands of repetitions of a sidekick to master the tech-nique. BUT, we also MUST be Master teachers as well and be able to mask the repetition with creative, innovative teaching methods, activities, drills and strategies. Then, in the next phase of our career, we have to transfer that skill set to our staff members, so that they can have the same positive impact on our retention rate.

It’s a VERY common reality to see our staff members (and even ourselves) get into a “teaching rut.” We get “comfort-able” teaching a certain way. It’s only

human nature; we’re creatures of habit. However, our students NEED variety.

So, it’s important to have a SYSTEM for expanding your (and your staff’s) teach-ing repertoire. They (and you) MUST be adding new, innovative, exciting and “different” classroom skills into your school constantly.

One of the reasons NAPMA member schools enjoy such high retention rates, is our NAPMA “Virtual Classroom.” In the “Virtual Classroom” THE TOP MARTIAL

ARTS INSTRUCTORS in the world collaborate to empower instructors with new, creative teaching material EVERY WEEK!

This is a massive resource that provides fresh class-room drills, tactics to mask repetition, strategies for

increasing the student’s technique qual-ity, and skills to help instructors become better communicators every week from top-flight instructors like, Grandmaster Fumio Demura, Grandmaster Jhoon Rhee, Ninjitsu Expert Stephen Hayes, World Kickboxing Champion Kathy Long, World Kickboxing Champion Jeff Smith, Jean Claude VanDamme, World Kickboxing Champion Joe Lewis, Olympic Coach Han Lee, Dave Kovar, Cung lee, Lee Barden, Dan Severn, Carlos Machado, Frank Shamrock, and MANY others!

1. Keep the Classroom FRESH and Exciting

2. Answer the Natural Question “What’s Next”

3. Dramatically Over-deliver on your “Promise”

4. Constantly, Clearly Communicate the Benefits of Your Program

The 2010 Martial Arts EXPO andTheHallofFameAwards

Reserve Your Seat Now International Martial Arts EXPO

May 4 and 5, 2012 At the Hyatt Regency in the beautiful city of

Orlando, Florida

Name ______________________________________________ School Name _______________________________________________________

Address _____________________________________________ City / State / Zip _____________________________________________________

Email __________________________________________________________________________________________________________________

Phone ______________________________ Cell ________________________________ Fax _________________________________________

Payment Type:o MC o Visa o Discover o AMEX o Check

If you are paying by credit card, please complete the following:

Name on Card ___________________________________________________________________________________________________________

Billing Address:

Address _____________________________________________ City / State / Zip _____________________________________________________

Credit Card # Exp. Date Security Code _________

Signature _______________________________________________Date _________________

By signing above I agree to pay the total amount according to the card issuer agreement (or merchant account agreement) or payment terms set forth.

2012 International

SEMINAR • TRADESHOW HALL OF FAME AWARDS

WAYS TO REGISTER: Visit ourAMS.com / expo ~or~ Call 800.275.1600 ~or~ Fax 407.896.1392 ~or~ Mail to: AMS, P.O. Box 149006, Orlando, FL 32814-9006

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Jan.1-Apr.30,2011

$199.95perpersonMay.1-Aug.30,2011

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$299.95perpersonAfterDec.31,2011

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$219.95perperson

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First 100 to Register will receive the New book Join The Millionaire Club and 2 CD’s

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Mr.JamesLee •MartialArtsSupplies

Expert

Could you use an additional twelve to twenty-four thousand dollars every year?


Of course you could because every school owner is looking to increase their income for

school success and to enjoy a better life. In the current economy, everyone is looking to make an extra buck, and enhancing your pro shop sales can be one more way to bring in that boost of income you desire. Why should you consider your pro shop sales as a viable means of increasing income? There are two huge reasons that sales from your pro shop can deliver a rise in your annual income with the impact of get-ting $12,000 to $24,000 raise in pay:

Your students need various training equipment

Students need uniforms, sparring gear, shoes, etc. Why should they go any place beyond your school for these kinds of purchases? The answer is they shouldn’t because buying from your pro shop is the most convenient means and it builds loyalty.

You can have varied persuasive sales for your students on a monthly basis

One mistake many school owners make is having a pro shop just for the sake of having one. In these instances, the pro shop just sits there stocked with sup-plies and has slow sales. Wise school owners realize the income generating power a pro shop can have with a little

bit of ingenu-ity through monthly sales.

The Secret of Relevant and Timely SalesEvery busi-

ness that is successful at sales under-stands the importance of relevance and timing. If you want to have success in your pro shop, hold-ing monthly sales on items your students want and need is the secret. Of course, the wise sales-man knows how to create the desire (relevance) and urgency (timeliness) in their customers. You can do the same by running appropriate kinds of monthly sales.

Examples of Relevant and Timely Sales

In February, you could hold a sale in conjunction with a Winter Camp that requires students to have special sup-plies like weapons or boards.

In May, you could have a sale on t-shirts or uniforms that are required for your Summer Camp.

In September, you could have a back to school sale on shoes and bags since kids often buy these items at the start of a new school year.

In December, you could sell a package of items for holiday presents that stu-dents can purchase to give to friends and family.

Your imagination is the only limitation on the kind of monthly sales you can run to boost your income. To run these sales you need a good supply company to get your equipment and Vision USA is reliable and has specials throughout the year for school owners. For more information, call 1.800.424.5425 to speak with a representative with Vision to begin increasing your income with your pro shop sales.

Boost Your Income with RelevantandTimely Pro Shop Sales

West Coast1-800-424-5425

Mr. Sun KangC.E.O of Vision

East Coast1-888-717-6836

Mr. Chun KangPresident of Vision East Coast

AMS 방과후 프로그램 덕분에 수입은 한달에 칠 천불에서 오 만불로 늘어났습니다.

AMS 방과후 프로그램 사용전에 제 도장은 각종 고지서(the bills) 정도 내기에 적당한 매달 $7,000 정도 수입의 평범한 도장이었습니다. AMS 방과후 프로그램을 시작한 이후로 도장의 수입은 700% 이상 증가되었습니다. 현재 도장의 수입은 매달 $50,000 이상이고 등록은 4배 이상 되었습니다.

AMS 방과후 프로그램으로 도장이성공에 도달하는것은 어렵지 않습니다. 왜냐하면 현대 사회는 방과후 아이들을돌봐줄곳이 필요합니다. 즉, 양부모 모두가 직장이 끝나는 시간까지 누군가아이들을 돌봐야하는 많은 필요성이 제기되고 있기 때문입니다. AMS 방과후 프로그램은 재정적 여유와 안전함을 이루도록 도와 줍니다

AMS AFTER SCHOOL PROGRAM 을 시작 하실것을 강력히 추천 드립니다

AMS는 사범님의 성공을 보장 합니다

Visit www.ourAMS.com성공은 현명한 선택에서 시작됩니다

사범 문 지용탑 비지니스 리더

AMS 후원에 힘입어 도장 수입은 매년

백오십만불을 넘었습니다.

저는 14년동안 AMS와 함께 해왔고 그 결과 제 삶은 변했습니다. AMS를 사용하기 전에는제 도장은 굉장히 어려웠습니다. AMS에 가입후, 수입은

증가하여 매해 백오십만불 이상되었습니다.

AMS를 통하여 저는 세 개의 도장을 소유하는 단계까지 성장했습니다. 일년전에 사백 오십만불 상당의 도장 23,000 SQ. FT. 건물을 건축했습니다.

저는 AMS프로그램을 정말 좋아합니다.

사범님이 AMS 회원이 되시면 도장 수입과 학생

수가 4배에서 10배이상 증가 될것을 제가 보장합니다.

저에게 AMS는 유일한 BILLING and CONSULTING 회사입니다.

최고의 지도자는 최고를 선택 합니다

Call 1.800.275.1600도장 성공은 AMS와 함께!

사범 황 정오올림픽 메달 리스트

MG1009-17

Martial Arts



MARTIAL ARTS FINANCIAL POWER

SUMMITSaturday 2011

8:30am –6:30pmDATE PLACEMarch 12 Dallas SpringHill Suites Dallas

DFW Airport East Irving, Texas 75038 972.580.1120

April 30 New Jersey Renaissance Newark

Airport Hotel Elizabeth, NJ. 07201-2113 800.228.9290

May 21 Chicago SpringHill Suites

Chicago O’Hare Chicago, IL 60631 773.867.0000

Sept. 10 Washington D.C. Washington Dulles


800.364.2601

Sept. 24 Los Angeles Embassy Suites Los Angeles




By Fax: 407.896.1392

Tuition $99.95

Includes Lunch, Seminar & Gift

NEW!

First 50 to Register at each location will receive the New book Join The Millionaire Club and 2 CD’s

SPECIAL OFFER!

Amerinational Management Services, Inc.P.O. Box 149006 • Orlando, FL 32814–9006

CHANGE SERVICE REQUESTED

011126

Join the Millionaire Network to become a new martial arts millionaire with the secrets that can turn any and every economic crisis into an opportunity.

Elevate your Success!

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