2 Simple Ways to Convert More BJJ Leads Into Paying Members

Ideally, your BJJ gym has plenty of leads coming in every month.

People are opting in, scheduling trials, and showing interest in training.

But if they’re not converting to paying members, your gym is leaking potential revenue — and your marketing is only doing half the job.

Here are 2 simple tactics that will instantly boost your lead-to-member conversion rate without needing fancy tech, sales scripts, or overhauls.

Tactic 1: Send a Personal Confirmation Message Before the Trial

The day before — or even the morning of — a scheduled trial, send a quick, friendly text or phone call confirming the trial.

Not an automation. Not a bot. A real, human message.

The goal is simple:

• Make the lead feel seen

• Lower anxiety

• Reinforce the commitment

• Show them there’s a human on the other side of the signup form, people know when they're receiving an automated message or dealing with a bot

Sample Text:

“Hey [Name], this is [Coach/Gym Name] — just wanted to say we’re looking forward to seeing you tomorrow at [time] for your first BJJ class. We’ve got everything ready for you! Let me know if you have any questions before then.”

This tiny action increases show rates dramatically, especially for newer leads who are nervous or unsure. They need that extra push.

If your show rate is already great you can skip this step. But for gyms struggling with no-shows, putting in this small extra effort can be the difference between a full mat and a wasted trial slot.

Tactic 2: Go Deep on Why They’re Really Here

Most people don’t try BJJ on a whim. They’re showing up for a reason — and the more you understand that reason, the more power you have to guide them toward becoming a member.

Use the “Discovery Phase” to dig in. Here are three simple but powerful questions:

1. “What’s the number one thing you're hoping to achieve by learning jiu-jitsu?”This helps uncover their real driver — whether it’s confidence, fitness, competition, or something deeper.

2. “On a scale from 1 to 10, how committed are you to this goal?”Anything less than a 7 opens up space for a real conversation. A 10? They’re sold — they just don’t know it yet.

3. “In a perfect world, six months from now, what would success in jiu-jitsu look like for you?”This future-vision question builds emotional investment and gives you ammunition to tailor your pitch around their goal.

   
   

If someone says they want to feel confident walking home at night, don’t pitch competition or technique — pitch personal empowerment, growth, and self-defense.

This isn’t sales manipulation. It’s alignment. You’re matching your offer to their outcome.

Final Thoughts

Lead conversion isn’t just about slick funnels or fancy automations. It’s about human connection and clarity.

Do these two things well: connect before the trial (show up as a real person) and discover the “why” behind the lead (and use it in your sales process).

If you’re too busy to handle these personally, train a coach or front desk staff to own this part of the process — but make sure it feels human, not like a canned response.

People know the difference.… and watch your conversion rates climb.

If you need help with this, book a call, we're here to help.