This also gives the instructor the bigger benefit of dealing with people who know like and trust the instructor. They also know (in general) what the instructor teaches, how it is taught, and what they will learn. Therefore, dealing with other martial arts schools trying to steal techniques get weeded out from the beginning because they will mistakenly belief that the fitness class is the martial arts class weed shirts. However, most of the backend up sell profits come from the instructor’s real martial arts class which most people have to qualify to get into in the future.
Make no mistake though, the martial arts instructor will find that the fitness class will make more money, but they do not even have to teach that fitness class. They can find someone locally or someone in their own school and focus on running the back end business until it is time to teach the martial arts class.
The best way to find people who would be interested in hardcore self defense is to run them through a selection process. A selection process allows an instructor the best of both worlds, they can teach a program that makes money (fitness) and up sell those people who are interested in kicking more butt to hardcore martial arts programs.
All in all, it is important to remember that people have to qualify to be a part of this program and get approved into the program. Not everyone should be let into this program, and not everyone should be able to pay to get into the program. If anything, this one course needs to be exclusive and treated like an exclusive club that people should want to be a part of in the future. That is how this strategy works best in the future of the martial arts school.
Remember people have to go through the system or they will not like your class and they will be very hard to close. If possible, a person should be weeded out before they get to know your full classes because if they stay through the original course then you are likely to have a lifetime member of your school on your hands. If you do not use the fitness system to weed out clients, then you will be forced to have “martial arts trials” where you spend an hour or two “closing” a prospect. Therefore, update your systems and have a sales system in your pocket today.
It may even be smart to have the martial arts class be totally separate and only by approval by the main instructor. This class may include special belts, shirts, or whatever that instructor wants to put into that program. Different shirts or belts will cause other people to be curious about the program and they may suddenly feel the urge to try to qualify for the program when they previously did not have any inclination in taking the course.
Martial arts instructors always want more adults in their classes. Adults (in general) are easier to teach, tend to listen, and they do not come with demanding parents who want to run your martial arts classes (so that their kids can succeed in no relationship to their technical skill level or fighting ability). Every instructor wants to adults because they pay on time and the instructor can relate to them better than they can if they were younger (this why youth instructors frequently run the kids programs.)