How to run a martial arts open house

What goal should you set before planning?

Make your main goal simple: help suitable visitors choose and book a trial class. Attendance matters, but a busy room is not the same as a useful event. Decide which programs you want to introduce and whether you have room for new students in those classes.

1. List the programs with available space, then choose the audience your event will serve.
2. Set attendance and trial-booking goals based on your room size, staffing, and class capacity.
3. Decide who will record attendance, bookings, and trial visits so you can review the event later.

When should you hold it, and what should you prepare?

Choose a time that works for the people you want to reach. Check school calendars, major local events, holidays, and your regular class schedule. Leave enough time before and after the event for setup and cleanup. Avoid squeezing it between classes if that will make staff rush or create a crowded entrance.

Work backward from the date. Assign one person to own the plan, even if several people help. Set a budget for signs, printed materials, refreshments, and any paid promotion. Use what you already have before ordering extras. A clean school with clear directions matters more than decorations.

Walk through the building as if you have never visited. Check parking instructions, lighting, bathrooms, seating, and accessible routes. Confirm that your insurance covers the activities you plan, and review any landlord or local requirements. Prepare appropriate participation waivers and emergency procedures. Waivers do not replace safe instruction or proper supervision.

1. Create one checklist with each task, its owner, and its due date.
2. Confirm instructor coverage and prepare a backup plan for staff absences.
3. Keep first-aid supplies available and make sure staff know the emergency plan.

What should happen at an open house?

Build the event around four things: short demonstrations, beginner try-it sessions, instructor introductions, and a tour. Keep demonstrations brief enough that guests still have time to take part and talk. Show what beginners learn, not just advanced techniques. Explain the purpose of each skill in everyday language.

Illustrative schedule: begin with a welcome and instructor introduction, follow with a short demonstration, then offer a beginner activity and a tour. Finish with questions and trial booking. If guests can arrive throughout the event, repeat short activity blocks rather than making late arrivals wait for the next scheduled program.

Keep try-it activities simple, supervised, and suitable for the age group. A basic stance, balance exercise, or controlled pad drill can give visitors a useful first experience. Avoid hard contact, sparring, throws, or advanced movements with unprepared guests. Let anyone watch instead of participating. Explain clothing, footwear, and jewelry rules before people step onto the training area.

1. Write a short running order and give every staff member a copy.
2. Name an instructor to lead each activity and another person to manage transitions.
3. Leave time between blocks for questions and cleaning shared equipment.

How do you make first-time visitors feel welcome?

Place a friendly greeter near the entrance, not behind a desk across the room. Their first job is to explain what happens next. Show guests where to put their belongings, where to sit, and how to join an activity. Avoid starting with a sales pitch or a long form.

Give staff clear roles. One person can welcome visitors, another can lead tours, and another can handle trial bookings. Current students and families can help guests feel comfortable, but brief them first. They should share their own experiences without making promises about confidence, fitness, behavior, or promotion speed.

Make room for people who need a slower introduction. A shy child may want to watch beside a parent. An adult may prefer to ask questions away from the group. Ask about access needs respectfully and privately rather than guessing. Explain how your school handles supervision, physical contact, and breaks. Keep children with their responsible adults unless you have clearly agreed on a supervised activity.

1. Use readable staff name tags so guests know whom to approach.
2. Offer a seated viewing area with a clear view of the training floor.
3. Practice a short welcome with staff before doors open.

How do you promote it?

Start with one clear event page or registration page. Include the date, start and end times, address, parking details, age groups, activities, cost if any, and what visitors should wear. Explain whether registration is required or walk-ins are welcome. Make the page easy to read on a phone.

Share the event through your Google Business Profile, local community groups, current families, and signage outside your school where permitted. Follow each group's posting rules and ask administrators before sharing if needed. Invite families to pass along a public event link rather than giving you a friend's contact details. Local community centers and nearby businesses may also allow a flyer.

Use welcoming photos only when you have permission to publish them. Show the beginner experience instead of filling every post with competition images. If you send promotional email or texts, use contacts you are allowed to message. Follow applicable CAN-SPAM, TCPA, and CASL requirements, including consent where required, sender identification, and clear unsubscribe or opt-out methods. Do not use purchased contact lists.

1. Check that every promotion shows the same event details.
2. Use a direct registration link rather than sending visitors to your home page.
3. Ask registrants how they heard about the event.

How do you capture interest?

Use a quick sign-in form that asks only for information you will use. A name, adult contact details, program interest, and preferred trial time are usually enough to start. For children, collect the parent or guardian's details. Avoid gathering birth dates, health information, or other sensitive details on a public sign-in sheet.

Keep event registration, participation waivers, photo permission, and marketing consent separate. Do not use prechecked consent boxes or make future marketing a condition of attendance. Explain what messages people are agreeing to receive and through which channel. Record the consent wording, date, and source. Your forms and messaging process should meet applicable CAN-SPAM, TCPA, and CASL rules; get qualified advice if you are unsure.

Provide both a mobile form and a private paper option. Keep completed paper forms out of public view and limit access to stored details. Do not assume that attending the event gives you permission to add someone to every campaign. A guest who declines marketing can still enjoy the open house and ask to book a trial.

1. Test the form on a phone before the event.
2. Give guests access to your privacy notice.
3. Assign one staff member to enter paper records and preserve consent choices accurately.

How do you turn interest into trial bookings?

Offer trial times while guests are still at the school. Have the actual class schedule and available spaces ready. Ask which program interests them, then offer suitable choices. Avoid sending everyone home with a general instruction to check the website later.

1. Explain what the trial includes, its price if any, and whether any later purchase is required. Be clear about ongoing tuition, required equipment, and other fees when guests ask.
2. Confirm the student's age group, experience level, and scheduling needs. Choose a class that matches those needs rather than simply filling your quietest session.
3. Provide a written booking confirmation with the date, arrival time, clothing guidance, address, and cancellation process. Keep requested confirmations focused on the booking and follow applicable messaging rules.
4. Record visitors who want more time separately from booked guests. Do not use false deadlines or pressure. An honest next step is better than a booking someone felt pushed to make.

What follow-up works?

Send a thank-you within a day to guests you have permission or another valid legal basis to contact through that channel. Keep it useful and short. Thank them for coming, mention the program they asked about, and offer a direct way to choose a trial time. For guests who already booked, focus on helping them prepare rather than asking them to book again.

Include a small selection of event photos only if you have appropriate permission from identifiable people pictured, including parent or guardian permission for minors. A general school photo can work when guest photo permission is unclear. Do not publish children's names or tag families without permission. Avoid attaching large photo files that make the message hard to open.

Treat follow-up containing offers or booking promotions as marketing where applicable. Follow CAN-SPAM, TCPA, and CASL requirements for the channel and recipient, honor opt-outs promptly, and keep permission records. Do not turn one event visit into an endless message sequence. If someone replies with a question, answer it personally instead of repeating the same booking link.

1. Separate booked guests, interested guests, and people who declined further contact.
2. Check consent and suppression lists before sending.
3. Assign replies to a staff member who can answer program and pricing questions.

How do you measure results and improve the next event?

Review the event with your team while details are fresh. Count visitors, trial bookings, attended trials, and later enrollments. Track event spending and staff time as well. Keep these figures separate so you can see where the process worked and where guests needed more help.

Look beyond totals. Did visitors struggle to find the entrance? Were beginner activities too crowded? Did parents get clear answers about supervision and schedules? Ask staff what questions came up most often. Use those questions to improve your event page, tour, and next open house. Gather guest feedback only through a permitted channel or an optional form.

A spreadsheet may be enough to manage a small event. If you need a shared system, DojoGenie is one option for software that helps with campaigns, funnels, a leads board, referrals, events, and social scheduling. Whatever you use, keep ownership clear and respect each guest's consent choices. The best plan is one your team can repeat: welcome people well, teach something approachable, and make the next step easy.

1. Compare results with the goals you set before the event.
2. Choose a few specific changes rather than rebuilding everything.
3. Check trial capacity before setting the next open house date.