This Simple Tactic Helps You Earn More From Every BJJ Lead

Most BJJ gym owners focus obsessively on lead generation—and don’t get me wrong, that’s critical.

But there's an efficient way to grow revenue without increasing your ad spend  - get more value from the leads you’ve already converted.

That’s where upselling comes in.

An upsell isn’t just a sales trick. When done right, it’s a customer success strategy: you’re offering more value, deeper results, or a better experience.

Below are two proven upsell tactics to help you increase average order value and lifetime revenue—without turning your funnel into a used car lot.

1. The Upgrade Path: Offer a Higher Tier Immediately After Conversion

As soon as a customer signs up or buys, they’re in a "yes" mindset. Don’t let that window close without giving them an opportunity to go further.

This works because it's framed as a continuation, not a new decision. Customers have momentum, so help them along by providing a new option.

Examples:

• Upgrade to Longer Commitment: Someone signs up for month-to-month, offer them 6 or 12 months of training with a free month added at the end.

• Upgrade to Unlimited Training: Someone signs up for 2x/week, offer them unlimited classes for just $30 more/month.

• Offer Private Lesson Packages: “Just joined? Get 3 private lessons with a black belt for $99 (normally $150).”

2. The Smart Bundle: Package Related Products for Higher Perceived Value

Customers often don’t know what else they’ll need until you show them.

Bundling relevant add-ons not only increases AOV, it also reduces decision friction—because they feel like you’ve already figured out what they need.

Your students need more than just mat time—they’ll need gear, recovery, and maybe help competing. Bundling these things helps them succeed while increasing your revenue.

Examples:

• Starter Kit Bundle: Uniform + rash guard + mouthguard + gym bag at a discounted price if purchased with membership.

• "Fast Track" Package: 5 private sessions + Accountability + Online Instructional.

• Family Training Pack: Discounted rate when two or more family members join together, with free gear included.

Give the bundles names. “White Belt Starter Kit” or “Family Pack” sounds 10x more valuable than just listing items.

Final Takeaway

You don’t need more leads to make more revenue—you need more from your current leads.

Upselling is how you do it.

And while many gym owners may already do things similar to these, it's the simple act of presenting these at each and every sale that will make the difference.

Simply offer an upgrade when the customer is most likely to say yes.

Use bundles to reduce decision fatigue and show more value.

When you start upselling with intent and consistency, every lead becomes more valuable to your business.

If you need help with marketing or sales at your BJJ gym, contact me.