Part 3: How To Beat The Summer Slump At Your BJJ School

In Part 1, I gave you an idea to collect more cash before the summer starts to weather the inevitable slump.

In Part 2, I showed you how to create a profitable, structured kids program to beat the summer slump.

Now let’s fill those classes and camps by using proven marketing strategies before the summer starts.

Step 1: Run a Free Kids Self-Defense Seminar

This is your lead magnet to make sure your summer kids camp is packed.

Here’s how to do it:

• Offer a free, one-time Saturday kids self-defense seminar (late May or early June)

• Promote it like it’s an event: posters in the gym, email list, social media, and ads targeting local parents

• Keep the structure similar to a regular class—so it’s easy to upsell into your summer program

The goal is to fill the room with local kids and introduce them (and their parents) to your gym.

At the end of the seminar, pitch your summer camp. You’ll convert a chunk of them on the spot.

Step 2: Use Meta Ads To Advertise

For one-time offers like camps, events, and seminars, use Meta ads to capture leads and buyers.

Google ads are excellent for capturing warm and hot leads who are actively looking for your services, but generally, people are not searching for events or seminars.

You could try Google ads for summer camps, but you can cut right to your target audience by using paid Facebook and Instagram ads to parents in the local market.

Try a 15 mile radius, as parents are willing to drive a bit further for short-term commitments like camps or one-day seminars.

Step 3: Incentivize Referrals

Offer a “Bring a Buddy” discount, like bring a friend and both get 20% off camp, or buy one get one 50% off.

You could also add a free rash guard for both if someone brings a friend.

Parents love sharing deals and this will boost your numbers quickly. Try this with every lead who comes in and announce it to your current kids class parents.

Final Word

The summer slump isn’t inevitable, you just need to plan for it and market effectively.

Offer a discount on long-term commitments before the summer.

Launch a themed kids camp program just for summer. Promote it with a free seminar and market it with effective paid ads.

Execute this now, and your gym won’t just survive summer—you’ll thrive through it.