Hey everyone, it’s Nick D from the Brotherhood Podcast, and I’m beyond excited for this episode because we’ve got a special guest lined up. We often talk about growth, martial arts, and mindset on this show, but today’s guest brings a fresh perspective that’s just as important in today’s business landscape—social media and branding. Meet Danny Seliger, a 22-year-old entrepreneur who’s already creating waves. I had the pleasure of meeting him at an Andy Elliott event, and this guy’s hustle is real. I’ve never seen someone so young make such an impact so quickly.
In fact, Danny’s made so much money managing social media that his Stripe account got shut down—because they thought something shady was happening! But it was all legit. Danny runs Brandsharks, a social media management company, and his insights are incredibly valuable for martial arts school owners who want to attract more students and grow their schools using Instagram, YouTube, and other platforms.
Enough from me, though. Let’s get into Danny’s story and see what tips he has for martial arts school owners.
Danny Seliger’s Journey: Building Brandsharks
Danny Seliger: Thanks for having me, Nick! It's always great to speak with passionate people who want to take their business to the next level.
For those who don’t know, I’m Danny Seliger, founder of Brandsharks.
At 22, I decided to take a leap that most people wouldn’t dream of—dropping out of college. Now, I know what you’re thinking: Why leave when you’ve got a 4.0 GPA and a Division 1 volleyball scholarship? It wasn’t an easy decision, but here’s the thing: sometimes, the traditional route just doesn’t fit. My passion was always in entrepreneurship, and I realized that real-life experiences could teach me more than any textbook ever could.
That spark for entrepreneurship hit me when I was just 12 years old, filming trick shots with my friends. What started as fun turned into a love for content creation. As I grew, so did my understanding of what I truly wanted—a career that allowed me to be hands-on, creating and learning from every mistake. So, I stepped away from academia and founded Brandsharks, a company that helps personal brands and businesses thrive on social media.
Embracing the Unknown
When I left college, it wasn’t just about walking away from education. It was about jumping into a world where I could build something real—something that had my name on it. Brandsharks became my playground for learning. Every challenge became a teacher, and boy, were there a lot of lessons.
One of the hardest lessons came when Stripe, my payment processor, froze my business account for six months. Six. Months. My funds were locked up, my operations stalled, and I had no idea how I’d get through it. But that experience? It taught me how to be resilient, how to adapt, and most importantly, how to navigate the business world with my eyes wide open.
Building a Personal Brand
Let’s talk social media, because that’s where I’ve really made my mark. Over the last decade, I’ve built an Instagram following of 1.7 million. But here’s the thing—it wasn’t overnight success. It was about consistency, authenticity, and building real connections with people. I wasn’t chasing virality; I was focusing on creating valuable content and engaging with my audience. And that’s the advice I’d give to any business owner—especially martial arts schools.
If you’re running a martial arts gym, social media isn’t optional anymore. You need to be posting regularly, at least several times a week. Parents are researching online before they even step foot in your door. They want to see that you’re active, that your community is real, and that you’re offering more than just classes—you’re offering a place where their kids can grow.
Creating Community Connections
One of the most important things I’ve learned is that community trumps everything. Don’t just focus on going viral—focus on building a brand that resonates with your local audience. That’s where the magic happens. For martial arts schools, this is key. Post about your students’ achievements, show off the atmosphere in your classes, and let parents see what makes your gym special. It’s not just about content; it’s about creating connections.
Overcoming Emotional Challenges
Entrepreneurship isn’t just about the hustle; it’s about the emotional battles too. At 21, I faced backstabbing, skepticism, and a lot of doubt simply because of my age. But instead of letting it crush me, I learned to see every challenge as a lesson. That’s how you grow—not by avoiding the tough moments, but by learning from them.
If there’s one thing I want you to take away from my story, it’s that success isn’t a straight line. It’s full of twists, turns, and lessons you can’t find in any classroom. But if you’re willing to embrace the journey, every setback will push you closer to your goals.
Now, what I want to talk about today is how martial arts school owners can leverage social media, specifically Instagram, to grow their schools and attract more students.
Why Instagram is Essential for Martial Arts Schools
Let’s face it—if your school isn’t active on Instagram, you’re missing out on one of the best marketing tools available. You might be wondering, “Why Instagram?” Well, here’s the deal: The parents of your future students are on Instagram. They’re millennials and Gen Z, and these are the generations that don’t even search Google anymore for information. They head straight to Instagram and YouTube.
When a parent is considering signing their child up for martial arts classes, they’ll most likely check your social media before even visiting your website. They want to see what your school looks like, the energy in your classes, and the type of community you’ve built. If they can’t find you—or worse, they find an inactive page with outdated content—they’ll likely move on to the next option.
What Martial Arts Schools Should Post
So, what should you be posting? Here's a quick checklist:
- Student Achievements: People love to see progress and success stories. Showcase your students when they achieve a new belt or complete a difficult training session.
- Class Highlights: Use Instagram Stories to show behind-the-scenes content from your school. Whether it’s a class in action or a sneak peek into a new training method, give people an inside look at what they can expect.
- Family-Friendly Content: If your school is geared toward families, make sure your content speaks to the parents. Highlight how martial arts can help children build confidence, discipline, and physical fitness.
- Community Engagement: Don’t just post and leave. Engage with your audience. Reply to comments, encourage your students to tag your school in their posts, and feature their stories on your page.
The Power of Video Content
Video content is the number one way to connect with your audience right now. Instagram Reels and Stories are game-changers. Reels allow you to reach a broader audience outside of your follower base, while Stories are perfect for engaging with your current community.
You don’t need to overcomplicate it. Start small. You don’t need to go viral every time, but you should be consistent. Show your classes in action, demonstrate martial arts techniques, or highlight the energy during training. People want to get a feel for your school before they step foot in it, and videos help them do just that.
Personal Branding for Martial Arts School Owners
A big mistake I see martial arts school owners make is not building their personal brand. Sure, your school is important, but people want to connect with you as the owner. Parents want to know who is teaching their children, and students want to feel a connection with their instructors.
When you build your personal brand alongside your school’s, you create trust. You’re not just selling classes; you’re selling an experience, a philosophy, and a lifestyle. Share your journey as a martial artist, your values, and your story. People connect with authenticity, and that will translate into higher enrollment rates for your school.
Nick D: Danny, can you talk a bit more about how martial arts owners can balance their personal brand with the school’s brand?
Danny Seliger: Absolutely, Nick. I think it’s important to understand that your personal brand and your school’s brand are two sides of the same coin. Think of your personal brand as the heart of the school. People are coming to your school because of you, your values, and what you represent. By sharing more of your personal story, you give potential students a reason to connect with you on a deeper level.
For example, I run Brandsharks, but most of my clients still say they’re “working with Coolness,” which is my personal brand. They recognize that I’m the face of my company, and that builds trust. The same applies to martial arts school owners. Be the face of your brand and let your personality shine through your content.
How to Stay Consistent Without Burning Out
One question I often get from business owners is, “How do I stay consistent without burning out?” Running a martial arts school is demanding enough, and adding social media on top of that can feel overwhelming. My advice? Start small and build from there. Don’t try to post every single day right out of the gate.
Here’s a simple strategy:
- Batch Your Content: Dedicate one day a week to creating content for the entire week. Shoot videos, take photos, and write captions in advance. This way, you’re not scrambling to post every day.
- Delegate: If possible, hire someone to manage your social media for you. There are tons of freelancers out there who can help you stay consistent without having to do all the heavy lifting yourself. That’s what my company
Brandsharks specializes in, but even if you want to handle it yourself, batching is the way to go.
- Engage With Your Community: Social media isn’t just about posting; it’s about engaging. Spend a few minutes each day responding to comments, liking posts, and interacting with your community. It’s those little touches that will help build loyalty and trust.
Common Mistakes to Avoid
Nick D: What are some common mistakes martial arts school owners should avoid when using social media?
Danny Seliger: The biggest mistake is trying to do too much at once. A lot of people think they need multiple social media accounts for each class or program. You don’t. One page is enough, but it needs to be active and engaging.
Another mistake is posting just for the sake of posting. Every post should add value to your audience. Whether it’s entertaining, educational, or inspiring, there should always be a purpose behind it.
Lastly, don't ignore the analytics. Instagram gives you insights into what posts are performing well and when your audience is most active. Use that information to optimize your posting schedule and content strategy.
Final Thoughts: The Future of Martial Arts School Marketing
Danny Seliger: At the end of the day, social media is an incredibly powerful tool, but it’s only effective if you use it strategically. It’s not about going viral—it’s about building a strong, consistent presence that showcases what your martial arts school is all about.
If you start focusing on your personal brand and building trust with your audience, you’ll see more students walking through your doors. It’s all about providing value and showing people that your school is the best choice for their martial arts journey.
Nick D: That’s gold, Danny. Thanks for sharing your wisdom with us. If you’re a martial arts school owner and you’re not taking advantage of social media yet, now’s the time to start. Follow Danny’s tips and strategies, and you’ll see how it can help you grow your business and connect with your community in a whole new way.
Questions and Answers
1. What’s the first thing a martial arts school owner should do when starting on Instagram?
Danny Seliger: Start by just showing up consistently. Consistency is key, especially when you're beginning. You don’t need to post every day, but aim for at least once or twice a week. Highlight your classes, your students' achievements, and your school's community vibe. Instagram is like a living portfolio. When potential students—or more likely their parents—check out your page, they should instantly get a feel for what your school is about.
2. Should I keep Instagram and Facebook posts identical, or should I tailor content for each platform?
Danny Seliger: Ideally, you want to tailor the content to each platform. Instagram has a different vibe than Facebook. Facebook might be more community-based, with long posts and deeper engagement. Instagram is visual and snappy—people scroll quickly, so eye-catching visuals and short, impactful captions work best. If you have the energy and resources to separate them, it’s better. But don’t let perfection be the enemy of progress—posting something is better than nothing.
3. How important are video posts compared to static images for martial arts schools?
Danny Seliger: Video is king right now, no question. Instagram Reels, YouTube Shorts, and even TikTok are pushing video content more than images. Reels, for example, have their own algorithm that can show your videos to a much broader audience, even if they don’t follow you. For martial arts schools, videos showing action—like a student earning a belt or a quick demo of a technique—are incredibly engaging. But don’t ditch images altogether. A mix of both is ideal, and the key is to balance quality with quantity.
4. How can a martial arts school use Instagram to target younger parents and kids?
Danny Seliger: Think about your target audience: young parents. They’re typically on Instagram and YouTube. If they see their friends’ kids doing martial arts, they’ll be more likely to sign up on their own. Use Instagram to showcase how your school helps kids develop confidence, discipline, and focus. For example, posting a testimonial from a parent about how martial arts improved their child's behavior will resonate deeply with others. Make sure your posts are visual, positive, and relatable.
5. Is it better to have separate Instagram pages for different programs (like Brazilian Jiu-Jitsu, Muay Thai, kids’ classes), or should they all be on one page?
Danny Seliger: Keep everything under one roof. Confusing your audience by creating too many pages will hurt your engagement. However, use Instagram’s Highlights feature to organize content by program. For example, have one Highlight for BJJ, one for kids’ classes, and so on. This way, when people land on your page, they can easily find what interests them without being overwhelmed by too much unrelated content.
6. What’s a common mistake martial arts school owners make when using social media?
Danny Seliger: One of the biggest mistakes is thinking that social media is a side thing. In today’s world, it’s essential. Another common mistake is focusing too much on selling rather than providing value. You want to highlight the culture of your school—show your students, showcase your instructors, and let people see the community aspect. A confused buyer never buys, so don’t create multiple accounts for different classes; one strong account is enough if done right.
7. How important are Instagram hashtags, captions, and posting times?
Danny Seliger: Honestly, people overestimate the importance of hashtags and captions. What really matters is content quality. I could put up a video with no hashtags and still see it blow up because the content is engaging. Hashtags can help, but they’re not a magic bullet. Focus on providing value—whether it’s a technique breakdown, a student success story, or a peek into your school’s culture. Posting times do matter, but they shouldn’t stress you out—just be consistent.
8. How do I avoid social media burnout while running a martial arts school?
Danny Seliger: Don’t try to do it all at once. I’m all about efficiency. Batch your content creation—spend a few hours once a week filming, editing, and scheduling posts. Also, delegate if you can. Hire someone to handle the day-to-day management of your social media if you’re feeling overwhelmed. You don’t need to be a social media expert to grow your brand—outsourcing is perfectly fine.
9. How can martial arts school owners use personal branding on Instagram to attract students?
Danny Seliger: Personal branding is huge. People connect with people, not just businesses. You’re the face of your school—share your story, your experiences, and your passion for martial arts. Parents want to know who’s teaching their kids, so put yourself out there. Don’t just showcase your school—show yourself training, coaching, and interacting with students. You’ll build trust, and people will feel more comfortable signing up their kids with you.
10. What’s your best advice for martial arts school owners just starting with social media?
Danny Seliger: Just start. Don’t overthink it. Focus on posting consistently, and keep the content authentic. Show what’s going on in your school—celebrate student achievements, highlight your programs, and share some behind-the-scenes content. As you get more comfortable, you can refine your strategy. Social media is a marathon, not a sprint. You won’t see results overnight, but if you stay consistent and provide value, the growth will come.
Stay tuned for more episodes of the Brotherhood Podcast, where we bring you actionable insights from the best minds in the business!
