InCourage Martial Arts Drove 1,156 Trials, No Ad Spend
How a four-school martial arts group in Northern Virginia filled its mats from its own systems instead of its ad budget, and passed $1 million a year per location.
The challenge
InCourage runs four martial arts schools across Northern Virginia. At that size the problem stops being about any one location and becomes about consistency: every school has to convert enquiries the same way, follow up on trials on the same schedule, and report numbers the owners can actually compare side by side.
Buying more leads is the obvious lever, and the expensive one. The harder question was whether four schools could fill their mats from their own systems instead of their ad budget.
What they did
Instead of increasing ad spend, InCourage built repeatable systems inside MyStudio and ran all four locations on the same ones.
- Trial conversion automation, so every enquiry gets the same follow-up, at the same speed, at every school.
- Membership structure with automatic upgrades, so students progress without a staff member having to remember to ask.
- Reporting across locations, used to set targets, track them through the month, and spot a school drifting before the month closes rather than after.
The owners documented the full approach publicly in the Million Dollar Studio Marketing Playbook webinar series.