Growing the Group

One of our major goals here in Knoxville, TN, is to grow our group, and we're finding it very difficult. Of course, we want to do it ethically, which makes things a bit harder. Here's a little bit of our group history along with the trials and tribulations we find in growing.

A Good Beginning
When I started training a few years ago, we had a facility and some folks. I think my brother and I made the fifth and sixth members of the study group, actually, when we started. The facility was pretty good: spacious, matted, and well-lit, if a little exposed to the elements for an indoor place (it was a warehouse at a martial arts supply company, so if it was hot outside, it was hot inside, and if it was cold outside, it was cold inside). It was also free, which was pretty good, due to connections that our founding member had (and no longer has for a variety of reasons, half of which are good). The group grew pretty steadily, if slowly, there to a maximum of about eight or nine, even though some people (like my brother) left the group over the course of that time. Things were actually pretty promising back then, and it looked like we would have some real growth over time, reaching our goal of roughly 15-20 serious members in relatively short order. Then we lost the facility, and things basically went to crap.

The Dark Year
This year wasn't really dark, and it actually lasted almost eighteen months. In fact, I think some of us made some huge progress in the year that followed losing the facility, although 90% of it was on a completely individual basis since we couldn't find another facility for the same very reasonable price (free). A few of the most serious among us still got together from time to time, but the "students" at that point mostly started to vanish. By the time we found the place we're training now, which isn't really that good, the group had dwindled essentially to the three of us that now form the "core" in Knoxville, one of whom has a lot of family and work-related issues that have hindered his training of late. It was up to us to start growing again.

A New Place to Train
While out on a walk with my wife one night last year, I found a pavilion behind a school that satisfied a few of our most important criteria: lighted (we meet in the evenings), covered (it rains a lot here), and free (it's in an area that is a public park outside of "extended school hours"). Awesome... except that it's in Maryville, TN (a town about thirty miles south of Knoxville), and it doesn't have walls (something people tend to look for in a martial arts school, it seems). It's also exactly the same temperature as outside, which is rough in the hottest and coldest months of the year, and there's absolutely no protection from bugs (mosquitoes, most notably). It hasn't been a huge boon for us in terms of attracting new members, but it's been better than not having a place at all. That's where we've been since sometime last summer, and it works more or less. We do, on the plus side, have some exposure... but no one really stops to ask us what we're up to (except the one guy that did, who trains with us now). That's kind of the history of the group, many details omitted. We technically have four official members now, which isn't really very many, and we really want to grow. Using our apparently unpersuasive talking skills, we've managed to acquire around a dozen people that claim that they want to come and train, but none of them have actually done that yet. We've also had our share of "tourists" as the London group calls them: people who come and train one to three times and then never come back.

Advertising
I decided a while ago to try advertising on CraigsList, though I'm not sure why I continue it at this point except that I know it drives an awful lot of traffic to our group's website (which could use an update...). We've had quite a few e-mails from it and a few guys have actually come and tried it out (all tourists, I think). The general responses contain questions that underscore my essential reason for publishing this post (wondering what to do about these problems):

• "Why don't we get belts?"
• "Why is it free?"
• "Where do you get your training?"
• "Are you sure it isn't in Knoxville? Will it be soon/ever?"
• "Really, why is it free?"
• "I'm not going to pay for one class per week.; why don't you have classes more often?" (...it's free... ???)
• "No, really, why is it free? Is it really free?"

The main issue, apparently, is that people seem not to want one of my favorite parts of all of this: it's free. That's dubious. My latest experiment has been to post a new ad (today) to CraigsList that says "the first few lessons are free" to see if there's a greater response with an expectation to pay. I intend to misdirect people that ask about the money with "why don't you come try it before we worry about that...," a classic used-car salesman technique. Why the hell don't people want free stuff? I don't get it.

Potential Solutions
We've discussed the following plans: get business cards/flyers, market ourselves slightly more aggressively, and dupe people on the money issue. The first two of those are fairly straightforward and consistent with what's going on with HQ. The duping is funny and probably won't ever really happen. It would go down like this: "Classes are $X per month for the first three months, and then we'll discuss the more serious payment options if you want to stick with it at that point." Then, what we do is put all of the money those people pay into a box or an account until we have said discussion, at which point we tell them it's really free and hand back $3X to them because we're not interested in that (we don't have a facility, we don't have bills, and we don't have insurance... it's free). Everyone would laugh except the person that wants to know why (s)he didn't get told that it was free from the get-go.

Ethical Recruitment Concerns
There are a lot of martial arts schools in the area. I have a strong connection with one, and the other main members among us have connections with others. We kind of have a hard and fast rule that we don't advertise to those people at all. Stealing students is not something we're interested in. Something else, though, that I'd be interested in hearing some suggestions about are the following three situations, neither of which we've had to deal with yet but may have to eventually:

• A person that used to go to a school that we're connected with quits that school and then, via whatever means, ends up coming to us to train (mildly sticky); or
  
• A person that currently does train in one of those schools comes to us (under their own power and craft... we don't advertise to them!) and wants to come train with us (moderately sticky), and then
  
• Gives up on the school because of the awesomeness of baguazhang (very sticky).

I figure the first of those options is likely to happen at essentially any given time. People know us, and particularly in those schools have seen our growth in the martial arts realm since starting Yin Style. I figure it's the least sticky and not really an issue, though I bet "you're stealing my students" will still be an uttered issue despite our obvious attempts not to do that. The second of those scenarios might or might not ever happen. I don't know. I don't really want to find out. I figure that the people that migrate in that way, if any ever do, will either be tourists or fall into the third category pretty quickly (based on effectiveness + free = better deal than not free, as long as effectiveness is comparable). Some might be dual trainers, which keeps things probably pretty sticky, but it's really the third group that make me nervous.

Our goal is definitely not to steal students, but Yin Style Baguazhang has a reputation for having people start on its path and then forsake all other arts that they've trained to dedicate more to YSB. Our founding member is that way... he has literally renounced his entire karate background because of his commitment to Yin Style (wanting to have a belt-burning party before we talked him out of setting anything on fire because of the pointlessness of that).

Any suggestions on ways that might effectively help a small group grow are strongly welcomed, particularly if they include great advice on how to get past the "why is it free?" question (our usual answer is "because we love doing this and have no expenses in it, so we don't feel the need to charge for it"). Advice about the "ethical dilemmas" present in having a public study group that exists near commercial martial arts facilities are welcomed also. Locals that are interested in training or that know people that are interested in training are strongly encouraged to leave a comment indicating that to me or to contact one of us directly by finding our e-mails on either the local group's website or the YSB International website (see the sidebar for links).