Infinity Jiu-Jitsu Business Growth & Development Plan
Explore a comprehensive business strategy for a Jiu-Jitsu academy, covering lead generation, family-focused programs, and a 90-day execution plan.
INFINITY JIU-JITSU
Business Development Strategy
Growth Plan | Summer 2026
Susana Main
Chattanooga, Tennessee
April 19, 2026
VISION & OBJECTIVE
Our Mission & Growth Objective
Our goal is to build the #1 kids and family jiu-jitsu program in Chattanooga by creating a strong, positive, and community-driven environment where students grow in confidence, discipline, and resilience.
We are focused on developing long-term members by introducing children to jiu-jitsu at an early age and guiding them through every stage of their journey.
40–60
New Members Target
$3,000–$8,000
Monthly Revenue Increase
∞
Simple, Repeatable Growth Systems
CURRENT STATE SNAPSHOT
Where We Are Now
✓ Strengths
Strong coaching presence and leadership
Positive environment for kids and families
Existing member base and community trust
→ Opportunities for Growth
Community Partnerships (schools, daycares, homeschool groups)
After-School Pick-Up Program
Homeschool Program Expansion
Referral & Ambassador Program
Local Event Presence
Birthday Parties & Private Events
Seasonal Camps & Workshops
Social Media & Community Engagement
Beginner-Friendly Entry Points
Retention & Member Experience Systems
TARGET MARKET
Who We Serve
Ages 3–10
Young Families
Parents looking for structured, positive activities that build confidence, discipline, and coordination in their children.
Ages 6–12
School-Age Kids
Kids who benefit from physical activity, social development, and skill-building in a supportive environment.
Secondary Market
Adults
Individuals seeking fitness, self-defense, and a positive training community.
⭐ PRIMARY FOCUS: Families with Young Children
CORE GROWTH STRATEGY
How We Grow
Generate Leads
Convert to Members
Retain Long-Term
Increase CLV
01
Lead Generation
CRM reactivation • Facebook groups • Community partnerships • Referral program • Local events
02
Conversion System
Immediate response • Free trial offer • Structured follow-up • Strong first-class experience
03
Retention Strategy
Positive classes • Clear kid progression • Parent communication • Community events
04
Revenue Expansion
Parent + Me program • Birthday parties • Summer camps • Premium offerings
05
Systems & Consistency
CRM tracking • Daily outreach habits • Weekly performance tracking • Continuous improvement
90-DAY EXECUTION PLAN
90-Day Action Plan
PHASE 1
Days 1–30
Launch CRM reactivation campaign
Introduce Parent + Me program
Begin promoting birthday parties
Finalize Summer Camp details
PHASE 2
Days 30–60
Build lead tracking and follow-up systems
Improve onboarding for new members
Launch summer camp marketing
PHASE 3
Days 60–90
Scale successful marketing efforts
Add additional class times if needed
Refine pricing and membership options
PROGRAM DEVELOPMENT
New & Expanded Programs
After-School Program
Recurring revenue • Solves working parent needs
Anti-Bullying Workshops
Entry point for new families • School partnerships
Homeschool Classes
Large underserved local market • Daytime scheduling
Competition Team
Builds gym credibility • Retains top students
Women's Self-Defense
Expands adult base • Strong word-of-mouth
Intro to Jiu-Jitsu
4-6 week beginner program • Removes intimidation
Parents Night Out
Drop-off events • Additional revenue stream
Junior Coach Program
Builds leadership • Improves older kid retention
Fitness + BJJ Hybrid
Attracts non-competitive adults • Fitness entry point
MARKETING STRATEGY
How We Get Members
Facebook Groups
Primary lead source — local community groups, parent groups, Chattanooga family pages
Word-of-Mouth & Referrals
Incentivized referral program — current members bring in new families
CRM Reactivation
Re-engage past leads and former members with structured outreach
In-Gym Promotion
Leverage current families and their networks for organic growth
Targeted Paid Ads
Simple, local Facebook/Instagram ads — later stage growth lever
AWARENESS
INTEREST
TRIAL
MEMBER
SALES & CONVERSION SYSTEM
How We Turn Leads into Members
1
Lead Reaches Out
or is contacted by us
2
Immediate Response
Within minutes if possible
3
Book Free Trial
Low barrier entry
4
Follow Up
Before scheduled class
5
Great Experience
Strong first class
6
Convert to Member
Clear enrollment path
Fast response time and consistent follow-up are the #1 drivers of conversion.
CUSTOMER EXPERIENCE
Member Experience Strategy
Positive & Structured Classes
Consistent, high-quality instruction that keeps students engaged and progressing.
Encouragement & Recognition
Celebrating milestones and achievements keeps kids motivated and excited to return.
Clear Parent Communication
Regular updates and open communication build trust with the whole family.
Strong Community
Events, relationships, and belonging make members feel at home — not just students.
"Our goal is to make every member & family feel like they BELONG."
REVENUE STREAMS
How We Make Money
CORE REVENUE
Monthly Memberships
Primary revenue driver
PROGRAMS & EVENTS
Parent + Me Program (ages 3–6)
Birthday Parties
Summer Camps & Seasonal Programs
Workshops & Special Events
FUTURE OPPORTUNITIES
Vending machines & café refreshments
Child watch / supervised play area
Premium membership tiers
Merchandise & branded apparel
Multiple consistent revenue streams that increase Average Revenue per Member while enhancing the family experience.
SYSTEMS & OPERATIONS
Systems We Are Building
Lead Management System
CRM tracking, lead categorization, daily outreach visibility
Follow-Up & Conversion System
Structured contact sequence: Day 2, Day 5 follow-ups
Trial-to-Member Tracking
Track attendance, show-up rate, conversion, objections
Onboarding System
Welcome process, class intro, first-week check-in
Weekly Performance Tracking
Leads, trials, conversions, revenue — reviewed weekly
Program & Schedule Mgmt
Monitor class utilization, adjust times as demand grows
Internal Communication
Weekly owner check-ins, goal alignment, accountability
Customer Experience System
Recognition, parent communication, community events
ROLES & RESPONSIBILITIES
Team Structure & Roles
Major decisions & strategy • Pricing & programs • Financial planning • Team culture
WES
Head Coach & Operations
Leads all classes & coaching standards
Oversees daily operations & schedule
Maintains class quality and structure
Builds member relationships & gym culture
Run the gym day-to-day
RITA
Member Experience
Maintains clean, welcoming environment
Oversees play area & family space
Manages snacks, drinks & front experience
Supports parents and community feel
Keep families comfortable
CHANCE
Programs & Member Experience
Leads kids programs & class support
Builds relationships with families
Supports in-person sales & conversions
Assists coaching & develops future coaches
Retention + program quality
SUSANA
Growth & Marketing
Manages CRM and lead follow-up
Runs marketing & community outreach
Launches new programs & campaigns
Tracks leads, conversions & performance
Bring people in + build systems
Assistant Coaches
Support kids classes, maintain structure
Child Watch Staff
Supervise play area, support parents
SUCCESS METRICS (KPIs)
What We Track & Why It Matters
Lead Generation
New leads weekly • Lead source tracking
Conversion Metrics
Trials booked • Show-up rate • Conversion rate
Membership Metrics
Total active members • New members • Churn • Net growth
Revenue Metrics
Monthly revenue • Revenue by category • Avg revenue/member
Retention & Experience
Attendance consistency • Early drop-off rate • Member feedback
Operational Metrics
Response time • Follow-up rate • Class utilization
WEEKLY SCORECARD
New Leads:
Trials Booked:
Show-Ups:
New Members:
Cancellations:
Total Members:
Revenue:
WEEKLY OWNER MEETING
15-20 min weekly. Review numbers → What's working → What's not → Next week focus.
NEXT STEPS
Immediate Action Plan
Next 30 Days
CRM Reactivation Campaign
Week 1–2 • Owner: Susana • Goal: 10–20 trials booked
Launch Parent + Me Program
Week 1–3 • Owner: Susana + Chance • Goal: 10–15 students
Birthday Party Offering
Week 2–4 • Owner: Susana + Rita • Goal: 2–4 parties/month
Plan & Promote Summer Camp
Week 2–4 • Owner: Susana + Chance • Goal: 15–30 registrations
KPI Dashboard & Lead Tracking
Week 1 • Owner: Susana • Goal: 100% pipeline visibility
Follow-Up & Conversion System
Week 1–2 • Owner: Susana + Chance • Goal: Higher conversion rate
Community Outreach
Week 3–4 • Owner: Susana • Goal: 2–3 local partnerships
🏆 Create immediate momentum through consistent action — build systems that support long-term, scalable growth.
- jiu-jitsu-business
- martial-arts-marketing
- growth-strategy
- business-development
- youth-programs
- gym-operations