15-Step Instagram Execution Plan for Martial Arts Studio Owners
Nick Dougherty • March 10, 2025
“Fix Your Instagram. Get More Students. Dominate Locally.”
Nick D here…
Most martial arts studio owners are winging it on Instagram—and it shows.
❌ Random class pics with no strategy.
❌ Boring content no one engages with.
❌ No system for turning followers into students.
That stops today.
Here’s a 15-step execution plan to fix your Instagram and start using it as a real student-generating tool.
📌 PHASE 1: FOUNDATION (Days 1-3)
🔥 Fix the Core Issues FIRST.
✅ Step 1: Clean Up Your Profile
Profile picture = Your logo or a high-quality image of your school.
Bio = Clear, strong, and action-based. Example: 🚀 "Helping [Your City] Build Confident, Disciplined Kids 💪"🔥 "DM 'INFO' for a Free Trial Class!"
Link in bio = A simple, mobile-friendly landing page (not a messy website).
✅ Step 2: Audit & Delete Weak Content
Scroll your page. If it doesn’t represent your brand well—delete it.
No low-quality photos, boring text posts, or generic stock images.
✅ Step 3: Define Your 5 Core Content Pillars
Every post must fit into one of these:
1️⃣ Student Success Stories (Builds trust & authority)
2️⃣ Instructor Leadership Content (You = the expert)
3️⃣ Behind-the-Scenes Training (Shows what makes your school different)
4️⃣ Community & Culture (Why people want to be part of YOUR tribe)
5️⃣ Direct Call-to-Actions (Leads & trials—without sounding desperate)
📌 PHASE 2: BUILD ENGAGEMENT (Days 4-7)
🔥 Start Getting People to Pay Attention.
✅ Step 4: Post Your “Why Our School” Video
30-60 seconds: Show your students, energy, and unique vibe.
End with a CTA: “DM me ‘TRIAL’ if you want your child to experience this.”
✅ Step 5: Post an Authority-Building Testimonial
Parents trust other parents. Post a short video or text quote from a real student or parent.
Use the caption: “If you want results like this, DM me ‘CONFIDENCE’ and let’s talk.”
✅ Step 6: Engage with Your Followers (Like, Comment, DM!)
Instagram rewards engagement. Spend 15 minutes/day responding to comments & DMs.
DM new followers: “Hey [First Name], thanks for following! What’s your biggest goal for your child in martial arts?” (Start conversations!)
✅ Step 7: Use Instagram Stories DAILY (Behind-the-Scenes Content)
Show real training, parent testimonials, and daily energy in your school.
Use polls & questions to get followers interacting:
“Would you let your child spar in class? Yes/No”
“What’s the #1 thing you want your kid to learn from martial arts?”
📌 PHASE 3: DOMINATE LOCALLY (Days 8-11)
🔥 Become the Go-To Martial Arts School in Your Area.
✅ Step 8: Use Local Hashtags & Location Tags
Every post should have:
📍 Your city’s name (#[City]MartialArts, #[City]SelfDefense, #[City]Parents)
📍 Tag your gym location in every post! This boosts visibility.
✅ Step 9: Create an Instagram Highlight Reel for New Parents
New to Your Page? They should see:
🔹 “Start Here” – Welcome + About Us
🔹 “Student Wins” – Success stories
🔹 “Behind the Scenes” – Class energy, instructor advice
🔹 “Free Trial” – How to sign up
✅ Step 10: DM & Engage with Local Businesses and Influencers
Follow & interact with local businesses (schools, parent groups, sports teams).
DM them: "Hey [Name], love what you’re doing! We’d love to do a community collab—interested?"
📌 PHASE 4: CONVERT FOLLOWERS INTO STUDENTS (Days 12-15)
🔥 Turn Engagement into Real Sign-Ups.
✅ Step 11: Drop an Offer Post (Urgency + CTA)
Example Post:
🎯 “3 Free Classes for the Next 10 Parents Who DM Me ‘FOCUS’ Today! 🚀”
Use an image of kids training hard or an instructor working with students.
Make it LIMITED. Urgency drives action.
✅ Step 12: Post a “Common Martial Arts Myths” Video
Example: “Myth: Martial arts makes kids violent. Reality: It builds self-control.”
Parents need EDUCATION. This builds trust.
✅ Step 13: Run a Story Giveaway (DM Strategy)
“Want to win a FREE trial class for your child? DM me ‘WIN’ and I’ll pick a winner tonight!”
This fills your DMs with warm leads and triggers the Instagram algorithm to show your page to more locals.
✅ Step 14: Repost & Tag Every Student Who Posts About You
If parents/students tag your school, share it to your Story immediately.
Message them: “Thanks for sharing! Appreciate you!” (Creates loyalty + more engagement)
✅ Step 15: Announce Your Next “IG-Exclusive” Special
Example: “🚨 IG-ONLY DEAL: 50% Off Our Starter Program for the Next 5 Sign-Ups! DM ‘START’ to Claim!”
This keeps people checking your page for exclusive offers.
🔥 Execution Time:
💀 No excuses. No half-measures. If you execute this 15-step plan, your Instagram will be unrecognizable in 15 days.
📌 Next Step: Join the Instagram WAR ROOM Challenge
If you’re serious about turning Instagram into a REAL student-generating tool, I’m running the Instagram WAR ROOM Challenge—5 days, live, on Zoom.
This is the fastest way to dominate Instagram without wasting time or money.
Let me be brutally clear: People don’t cancel because they’re “busy.” They cancel because they forgot why it mattered. They lose the fire. They forget the fight. They drift — like sheep — back into the herd of mediocrity. And if you let that happen on your watch? You’re not running a martial arts school. You’re running a daycare with punching bags. But not anymore. Because today, I’m handing you the nuclear codes to flip the script on cancellation culture and install: ❌ THE UN-QUITTABLE CULTURE™ SYSTEM Not a pep talk. Not a strategy. A hardwired identity shift that makes quitting feel like betrayal. STEP 1: BECOME A MOVEMENT, NOT A MEMBERSHIP People don’t quit tribes. They quit gyms. They quit hobbies. But not tribes. 🔥 BUILD THE WALL OF THE COMEBACK. Student almost quit and stayed? Their name goes up. With pride. With a story. With proof. This wall becomes sacred. A symbol. A signal. You don’t abandon your tribe. You fight for it. STEP 2: THE INCEPTION SEED (DAY 1) Don’t say "Welcome." Say this: “Most students hit a wall around 30–60 days in. That’s normal. Life gets busy. Doubts creep in. But that’s the moment where everything changes — if you push through.” You’ve just future-proofed their commitment. You gave the pain meaning. They’ll remember this when the quitting voice shows up. STEP 3: THE MONTHLY LOOP Subject: "Do You Remember Why You Started?" "We do. And it’s working. Here’s what we’ve noticed: [Insert specific progress]." Attach a win. A photo. A quote from class. This triggers the original emotional WHY. Motivation fades. Vision sticks. STEP 4: THE DDS™ — DISAPPEARANCE DETECTION SYSTEM Two absences in a row? That’s DEFCON 1. Send this: "Hey [Name], I’m worried. Two missed classes usually means a slump is starting. Can I call you for 2 minutes today to help get you back on track?" You noticed. That alone may save them. STEP 5: THE "IF YOU QUIT NOW" LETTER They say they want to quit? You don’t process it. You print this and hand it to them: IF YOU QUIT NOW… You’ll miss the moment you were about to break through. You’ll teach your kid quitting is acceptable when life gets hard. You’ll walk away from the version of you that was finally showing up. This isn’t meant to be easy. It’s meant to change you. Then say: "Read this. If you still feel the same way, I’ll respect it." Most never go through with the cancel. STEP 6: THE COMEBACK CONTRACT Offer this: "Come back for 30 days. No pressure. If you still want out after that, I’ll process it and even give you a shirt for giving it one last shot." You look like the hero. And 95% of the time? They don’t quit again. STEP 7: PSYCHOLOGICAL PAYOFF SYSTEM Belts don’t keep students. Progress does. Ask: "What does success look like to you in 90 days?" Then: Track it. Measure it. Show them the finish line. Progress = Retention. Visible progress = Loyalty. STEP 8: THE WALL OF THE COMEBACK This is the heartbeat of the entire Anti-Cancel Culture. You want retention? Don’t post cheesy slogans. Post proof that real people felt weak and stayed anyway. 🔥 THE WALL OF THE COMEBACK 🔥 Names. Dates. Photos. Quotes. "I almost quit. I didn’t. Now I’m proud." This wall becomes part of your culture. A student walks by it and knows: "I’m not alone in this fight." This wall makes them believe staying is possible. Because others already did. 🔪 TWO REVOLUTIONARY IDEAS TO SEAL THE DEAL 🔋 IDEA #1: THE BLACK BELT BURNDOWN CEREMONY Once per quarter, do this: Burn a white belt in a fire pit Have black belts share their "I almost quit" story Recognize every comeback student in front of families 🌟 This makes perseverance public and powerful . 💥 It turns your school into a tribe of warriors. 🔋 IDEA #2: FUTURE SELF MIRROR METHOD Day 1: Record a video of the student saying why they joined and what they want in 6 months. Day 60: Show it to them. Let them see the fire in their own eyes. Remind them who they said they’d become. 💥 FINAL WORD FROM NICK D: If you let people quit without a fight, you’re not just losing students. You’re letting families lose the very thing they came to you for: strength, discipline, belief. Fight for them. Challenge them. Show them what they’re really made of. Because most of the world lets people quit. Be the one who doesn’t. 🔫 Want the full Anti-Cancel Swipe File with messages, scripts, posters, and email templates? Lock it in. Light it up. Let’s go to war on quitting. 💣 ANTI-CANCEL SWIPE FILE Messages, Letters, Comeback Offers & Posters By Nick D 1. ✅ Comeback Message (Text/SMS) Message: “Hey [Name], I noticed you’ve missed a few classes. That’s when most people lose momentum — and I’m not letting that happen to you. Can I give you a quick 2-minute call today to get you back on track?” 2. 📞 Parent Intercept Message Message: “Hey [Parent], quick note: when students miss two or more classes, it usually turns into quitting. But that doesn't happen on my watch. Can I give you a quick call today or tomorrow? I’ve got a plan.” 3. 📄 “If You Quit Now” Letter (Print or Email) Subject/Headline: IF YOU QUIT NOW… You’ll miss the moment you were about to break through. You’ll never know the potential sitting just beyond the struggle. You’ll teach your child that quitting is normal when things get tough. This program wasn’t meant to be easy. It was meant to change you . We’re fighting for your growth. Are you? 4. 🎯 Recommitment Bonus Offer Offer: 30-Day Recommitment Challenge Message: “What if you gave it just 30 more days? If you're still not feeling it, I’ll process the cancel — and even give you a free shirt just for the effort. But if you’re like most… you’ll be glad you stayed.” 5. 🧱 “No Quit Zone” Wall Poster (Print-Ready Text) 🔥 THE WALL OF THE COMEBACK 🔥 These are the names of warriors who were tempted to quit… but didn’t. They pushed through. They fought back. They stayed the course. This wall is proof: You’re always one choice away from a comeback. (Add names/photos monthly) 6. 🧠 Day 1 Inception Script “Just so you know — most students hit a wall in the first 30–60 days. They get busy, tired, overwhelmed. Some want to quit. That’s when the magic happens. Push through that wall — and life changes.” 7. 🔁 Monthly “Why You Started” Message Subject: Do You Remember Why You Started? Body: Because we do. And it’s working. Here’s what we’ve noticed: [Insert specific progress] [Attach photo or milestone] This isn’t about where you are. It’s about how far you’ve come .
Confidence is under attack. Not just for kids. Not just for adults. For everyone. 🚨 70% of kids today struggle with confidence and avoid challenges out of fear of failure. 🚨 Over 85% of adults admit they lack self-confidence in critical areas of life. The world isn’t getting easier. It’s getting softer. Too many people avoid hard things, avoid struggle, avoid discomfort. And because of that, they never grow. At your martial arts school, you know the truth: Confidence isn’t something you’re born with. It’s something you build. But how do you get people to realize they need to take that first step? How do you connect with leads in a way that makes them say, "I need this. My child needs this." ? Enter: The Confidence Assessment. 🔷 What is the Confidence Assessment? It’s a simple but powerful tool that helps kids (or adults) measure their confidence level and see where they need to improve. ✅ For kids: It identifies where they struggle—self-esteem, handling failure, social confidence, standing up for themselves. ✅ For adults: It exposes where confidence is holding them back—speaking up, taking action, leadership, self-belief. It’s not just a test. It’s a wake-up call. Because when people see their confidence score, they realize it’s time to do something about it. And that’s where YOU come in. 🔷 How Martial Arts Schools Can Use the Confidence Assessment to Attract More Students 1️⃣ Use it as a lead-generation tool Offer the assessment for free on your website and social media. Parents and adults take the test, and you follow up with solutions (aka your martial arts program). 2️⃣ Run an in-school Confidence Challenge Have students take the assessment before training. Track their progress and show how martial arts is building their confidence. Share testimonials and success stories online. 3️⃣ Use it for community outreach Run a Confidence Workshop at schools, community centers, or businesses. Give the assessment before the event, then show them how martial arts can fix their confidence gaps. 🔷 The Confidence Assessment in Action: A Step-by-Step Plan 1️⃣ Create a landing page where people can take the Confidence Assessment. 2️⃣ Promote it with social media posts, Reels, and emails (templates below). 3️⃣ Follow up with everyone who takes it —invite them in for a Confidence Consultation. 4️⃣ Use the results to start powerful conversations that lead to sign-ups. Simple. Effective. A no-brainer for your martial arts school. 📌 Social Media Posts to Promote the Confidence Assessment 🔥 Post #1 – The Confidence Crisis (For Kids & Parents) 📸 Image/Video: A kid looking unsure vs. a kid in a martial arts stance. 📝 Caption: 🚨 The Confidence Crisis is Real 🚨 Did you know 70% of kids lack confidence and avoid challenges? 💭 Does your child struggle with: ❌ Fear of failure? ❌ Low self-esteem? ❌ Holding back in social situations? Confidence isn’t something kids are born with. It’s something they build. That’s why we created The Confidence Assessment —a quick, powerful tool to measure where your child stands. 💥 Take the FREE Confidence Assessment now → [Insert Link] 🔥 Post #2 – The Adult Confidence Challenge 📸 Image/Video: A hesitant adult looking in the mirror vs. an adult training hard. 📝 Caption: How Confident Are You… Really? 🤔 Over 85% of adults admit they lack confidence in key areas of life. 💭 Do you: ❌ Struggle to speak up? ❌ Avoid stepping outside your comfort zone? ❌ Feel like fear holds you back from taking action? It’s time to fix that. Take The Confidence Assessment now and find out where YOU stand. 💥 Click here to take it FREE → [Insert Link] 📌 Email Templates to Promote the Confidence Assessment 🔥 Email #1 – The Confidence Crisis (For Parents) Subject: 🚨 70% of Kids Struggle with Confidence. Does Yours? Hey [First Name], There’s a Confidence Crisis happening right now. 🚨 70% of kids lack confidence and avoid challenges. 🚨 More kids today struggle with self-doubt than ever before. And here’s the hard truth… Confidence isn’t something kids are born with. It’s something they build. That’s why we created The Confidence Assessment. 💥 It’s a quick test to measure where your child stands and how to improve. If you want to know exactly where your child’s confidence gaps are—and how to fix them— click below to take the assessment now. 🔥 Take the FREE Confidence Assessment → [Insert Link] See you on the mats, Thu Doolittle NTA Taekwondo 🔥 Email #2 – The Adult Confidence Challenge Subject: How Confident Are You… Really? Hey [First Name], Over 85% of adults admit they struggle with confidence. 💭 Do you: ❌ Hold back from speaking up? ❌ Avoid challenges that push you outside your comfort zone? ❌ Feel like self-doubt stops you from reaching your full potential? Confidence isn’t something you either "have" or "don’t have." 🔥 It’s something you train. We created The Confidence Assessment to help you measure your confidence level—and show you exactly where to improve. 💥 Click below to take the assessment now. 🔥 Take the FREE Confidence Assessment → [Insert Link] See you on the mats, Thu Doolittle NTA Taekwondo 📌 Instagram Reel Framework to Promote the Confidence Assessment 🎬 Reel Title: "Is Your Confidence Holding You Back?" 📌 Hook (First 3 Seconds - MUST Grab Attention): ❌ "Most people think confidence is something you’re born with… It’s not. " 📌 Main Content: 🎥 Split-screen: Left side: A hesitant person (kid/adult) looking unsure. Right side: A confident martial artist standing strong. 🗣 Voiceover: 💬 "Confidence is trained, just like any skill." 💬 "But first, you need to know where you stand." 📌 Call to Action (CTA): 💥 "Take our FREE Confidence Assessment now and see where you stand. Click the link in our bio! " 🎬 Text Overlay: 📍 "Take the Confidence Assessment! Link in Bio." 🔥 Final Thoughts: This Confidence Assessment strategy is a GAME-CHANGER for martial arts schools. It doesn’t just attract leads —it starts meaningful conversations and shows people exactly why they need your program. ✅ Simple. Effective. Actionable.
What is the Brand Ambassador Program? A 3-month, action-packed program designed to turn your students into your most powerful marketers . This initiative leverages their social media presence to drive referrals, increase engagement, and build a strong community around your martial arts school. Brand Ambassadors will be rewarded with exclusive perks , access to VIP training, and the prestige of representing your academy . 💥 More exposure. More leads. More students. 💥 📅 Program Structure: 3 Months to Elite Ambassador Status Month 1: Building Awareness & Engagement 🔹 Week 1: Orientation & Onboarding ✅ Official Program Announcement – Let all students and parents know about this exclusive opportunity . ✅ Selection Process – Choose students who are enthusiastic, engaged, and active on social media. ✅ Kickoff Event – Educate ambassadors on their mission, content ideas, and rewards. ✅ Private Group Setup – Create an exclusive Facebook/WhatsApp group for easy communication and training. 🔹 Weeks 2-4: Content Creation & Promotion ✅ Branded Hashtags & Templates – Provide custom studio-branded templates for Instagram, Facebook, and TikTok. ✅ Influencer Training – Teach ambassadors how to create high-quality, engaging content (videos, reels, testimonials, and more). ✅ Challenges & Engagement Boosters – Weekly themes like “Why I Train,” “Technique Tuesdays,” or “Meet My Coach.” ✅ Amplify Their Content – Repost the best ambassador posts across your official studio pages for added exposure. 🔹 Week 4: Evaluation & First Round of Rewards ✅ Top Ambassadors Recognized – Feature the most engaged ambassadors on your website & social media. ✅ Exclusive Perks Given – Free classes, private lessons, studio merch, or discounts on training gear. Month 2: Growth & Collaboration 🔹 Weeks 1-2: Social Media Takeovers ✅ Allow ambassadors to run your Instagram & Facebook stories for a day to showcase their journey. ✅ Host behind-the-scenes content – Ambassadors can share their favorite drills, competitions, or instructor insights. 🔹 Weeks 3-4: Ambassador Collaborations ✅ Pair ambassadors with instructors to create tutorials, “Ask Me Anything” sessions, or in-depth training breakdowns. ✅ Host a studio-wide contest – Encourage engagement with interactive posts, challenges, or referral bonuses . 🔹 Week 4: Rewards & Recognition ✅ Exclusive Training Access – Invite ambassadors to an invite-only VIP training session with the head instructor. ✅ Feature on Studio Platforms – Spotlight your best ambassadors on your studio website and social channels. Month 3: Brand Ambassadors for Life 🔹 Weeks 1-2: Official Ambassador Status ✅ Select top-performing influencers to become official studio Brand Ambassadors . ✅ Provide personalized discount codes & referral bonuses – Incentivize them to recruit new members . ✅ Give them exclusive studio-branded gear (custom shirts, hoodies, or gi patches). 🔹 Weeks 3-4: Community Event Leadership ✅ Host an Ambassador-Led Workshop – Let them run a mini-clinic, social event, or open house. ✅ Charity Event Collaboration – Have ambassadors organize a fundraiser or free self-defense seminar. 🔹 Final Week: Graduation & Elite Recognition ✅ Lifetime Rewards for Elite Ambassadors – Free training for a period, leadership roles, or event sponsorship. ✅ Invite them to future influencer opportunities – Seminars, competitions, or even paid sponsorships. How to Get Your Studio’s Ambassadors Started 1️⃣ Make it an Exclusive, Invite-Only Program – This creates a sense of prestige and urgency . 2️⃣ Provide Tools & Training – Give them content guides, templates, and hashtags to use. 3️⃣ Make It Fun & Competitive – Monthly leaderboards, engagement challenges, and prize giveaways. 4️⃣ Leverage Their Network for Referrals – Offer discounts, free gear, or private training for every new member they bring in. Social Media Promotion Posts for Your Studio 📢 Post #1: Want to Be a Martial Arts Influencer? We're looking for passionate students to become our next Brand Ambassadors! Get access to exclusive training, VIP perks, and social media fame while representing our academy! Comment "AMBASSADOR" below to apply! 🥋🔥 #JoinTheSquad #MartialArtsAmbassador 📢 Post #2: Get Rewarded for Training & Posting! Love martial arts? Love social media? Now you can do both AND get rewarded! Become an official Brand Ambassador and gain special privileges, discounts, and shoutouts from the studio! 🚀💪 #TrainHard #EarnRewards 📢 Post #3: Only 10 Spots Left! Our Brand Ambassador Program is almost FULL! Want in? DM us now before we close applications. Don’t miss this chance to get VIP access, custom gear, and FREE training perks! ⏳🔥 #AmbassadorSpotsFillingFast 📢 Post #4: Shoutout to Our Top Ambassadors! These students are CRUSHING it as studio influencers! Their dedication, training, and content are inspiring a whole new wave of martial artists! Tag your favorite ambassador below! 🏆🔥 #MartialArtsInfluencers #HardWorkPaysOff 📢 Post #5: The Future of Our Studio Starts Here! Our Brand Ambassadors are not just students… they’re the future of our school! Training hard, inspiring others, and setting the standard for excellence. Want to be part of this elite team? Applications open soon! 🌟💪 #LeadTheWay #MartialArtsFuture 30-Day Content Plan for Brand Ambassadors 💡 Worried about content creation? No problem. Give your ambassadors this 30-day content plan to follow! Week 1: Introductions & Studio Love 📸 Day 1: Post an action shot in class. 🎥 Day 2: Share a short video of your favorite technique. 📝 Day 3: Write a post about how martial arts changed your life. Week 2: Engagement & Community 📸 Day 7: Post a pic with your instructor. 🎥 Day 9: Try a "challenge move" and tag a friend to do the same. 🗣️ Day 10: Go live on Instagram & answer questions about your training. Week 3: Deep Dives & Social Proof 📸 Day 14: Post a before-and-after transformation pic. 🎥 Day 16: Record a tutorial breaking down a technique. 🎉 Day 18: Share a behind-the-scenes look at a fun class or event. Week 4: Lead Generation & Influence 📸 Day 22: Post a "Why I Train" story and tag the studio. 🎥 Day 25: Film a shoutout for a new student and welcome them to the academy. 🔥 Day 30: Post a final "Ambassador Wrap-Up" about what you’ve gained from the program. Make This Your Studio’s Secret Weapon! This Brand Ambassador Program turns students into marketers, social media into a lead machine, and training into a community movement . 📢 Who’s in? Let’s take your studio’s brand to the next level. 💥🥋 This optimized program makes it easy for studio owners to implement , gives ambassadors a clear path to success , and creates a marketing machine for referrals and engagement . Want custom graphics, landing pages, or email sequences to match this? Let me know, and I'll hook you up. 🚀🔥