Top 7 Martial Arts Marketing Strategies That Still Work in 2025

Marketing trends come and go, but some strategies are still crushing it in 2025 for martial arts schools and fitness gyms that want more leads, more students, and more growth.

At Dojo Muscle®, we work with schools across the country and have seen what’s working right now. These aren’t theories—they’re field-tested moves that are bringing in results. The magic in this is that some of the concepts are decades old - but they get recycled over and over in different ways and mediums. 

Let’s dive into the Top 7 Martial Arts Marketing Strategies That Still Work in 2025 (and how you can start using them today). Right now! Like RIGHT now. 

1. Direct Mail with a QR Twist

EDDM (Every Door Direct Mail) is still one of the most powerful lead generators we have sold over 1 million EDDM prints at this point - especially when paired with a QR code that links to your online trial or landing page. (Keep in mind landing pages and websites matter - you can't just slap together anything and expect it to convert.) 

• Target specific neighborhoods

• Include a bold offer (e.g., Free Week of Classes, One Month For $99 with a Uniform, 30 Day Start Up Program etc) 

• Add a QR code that tracks who scans it
  
  (I like Bitly.com you can shorten the link, and design the QR - plus track it - and best of all - redirect it if something changes. Those free generators - we have learned the hard way - expire after a while so if you buy a ton of cards in a month or 2 - the QR may be broken and you won't be able to redirect it - essentially throwing the money in the garbage) 
  

Why it works: It grabs attention in the mailbox, then moves them online to take action fast. Plus you can follow them around with Meta after they arrive 1 time on your landing page from a printed card - see number 2. 

Check out our EDDM360 program if you want help doing it - or our high converting EDDM templates if you want to DIY. 

2. Video Ads on Facebook and Instagram

Video is dominating social in 2025. It builds trust, shows your energy, and creates connection before someone walks in. Video is the closest thing to sitting in a room with someone having a conversation and looking that person in the eyes. You get a sense of who and what this business is about. 

Focus on:

• Testimonial clips from happy parents or students

• Class footage with overlay text (“Confidence. Focus. Respect.”)

• Instructor intros and welcome videos

Why it works: People want to see what they’re getting. Video builds belief.

3. Referral Campaigns That Actually Run

Referrals don’t happen by accident. You need a system. Bring a buddy pass, friends day, in house events, all are ways to bring new people in. Word of mouth is still one of the best ways to get new customers. It's not something that is repeatable so I wouldn't bank my whole business on it - but I'd also not turn it away. It's a form of social proof - when someone loves what you do - and refers you - that's a vote of confidence in your business and program. 

Run a quarterly campaign:

• Offer a free gift or month of tuition for each referral

• Use posters, texts, and social posts to promote it

• Make it time-sensitive

Why it works: People trust friends. Give them a reason to share.

4. Google Business Profile Optimization

Still free. Still massively underused. Still a super effective way to climb the ranks of SEO. Along with Blog posts. 

• Add photos weekly (students, classes, instructors)

• Respond to every review (good or bad)

• Use keyword-rich descriptions (“karate classes in [city]”)

Why it works: You show up when people search nearby. And it boosts your local SEO.

5. Lead-Generating Landing Pages

Sending traffic to your homepage? Sometimes that can work IF you have something like Web Famous that directs the person down a path. But often times people who arrive on a home page - have too many options and choices on where to go next and many times - they choose one thing - to leave. 

You don't want that. 

Use dedicated landing pages for:

• Facebook ads

• QR codes on flyers

• Local partnerships

A good landing page includes:

• Clear offer (“Try 1 Week Free”)

• Benefits (confidence, focus, fitness)

• A form or button to schedule

• Emotional connection - stop trying to pitch start trying to have a conversation
  
• No navigation - when you wind up on a landing page you should be there for only 1 reason. 

Why it works: It removes distractions and increases conversions.

6. Seasonal Campaigns That Hit Timely Pain Points

Smart schools plan campaigns around the calendar. For instance right now is the back to school season - and it's a big one - Halloween, and many other seasons are great to generate income, revenue and get new members. 

• January: Fitness Kickstart for Adults

• March/April: Focus & Confidence for Testing Season

• August: Back-to-School Confidence Campaign

• October: Halloween Safety / Stranger Danger Workshop

Why it works: Timing is everything. When your message matches their mindset, they act.

7. Trial Passes That Actually Convert

If your print materials just say “Call Us,” you’re leaving money on the table. We always want to give something that has some serious value out. 

High-converting trial passes:

• Offer something specific: “Try 2 Weeks for $29 + Free Gloves”

• Feature a QR code or short link

• Include testimonials and benefits

Why it works: The offer feels low-risk, the value feels high, and it’s easy to take the next step.

You don’t need a million followers or the newest app to win in 2025. You need a few battle-tested strategies done well, consistently.

If you’re ready to launch a real campaign using these proven tactics, Dojo Muscle is here to help. From print to video, strategy to execution, we help martial arts schools grow without the guesswork.

Visit DojoMuscle.com to get started.