ISSUE #004

OCTOBER 2025

Welcome to

The Budō

"MAGIC MARKETING

NEWSLETTER"

Your Monthly Martial Arts Marketing Fix For Your School

Watch This Months Video Intro - Click To Play

Book Your Free Budō Discovery Call

Real Instructors.

Real Results.

Real Marketing.

No Fluff.

Essential insights, tools, and wins from inside the most proactive martial arts marketing group on the planet.

Welcome to

The Budō

"MAGIC MARKETING NEWSLETTER"

Your Monthly Martial Arts Marketing Fix For Your School

Watch This Months Video Intro - Click To Play

Book Your Free Budō Discovery Call

Real Instructors. Real Results. Real Marketing.

No Fluff.

Essential insights, tools, and wins from inside the most proactive martial arts marketing group on the planet.

BudoMarketing Group.

Welcome To Issue #004 of the Budō MMN

OCTOBER 2025

If there’s one thing I’ve learned after decades of teaching, leading, and building businesses...it’s this: most people already know what to do.

The real gap isn’t knowledge… it’s action.

So this month, the theme of the Magic Marketing Newsletter is all about getting things done. The things you already know you should be doing, and finally building unstoppable momentum.

Because when you stop waiting for the perfect time and start moving forward, you’ll be amazed how quickly your business can grow, often 4× faster than before.

In this issue, we kick off with my article “Overcoming Procrastination: The Martial Arts Business Perspective,” a practical look at how to break the cycle of hesitation and build momentum through small, disciplined actions.

Then, Ian Over launches his new Enrolment Blueprint Series with Part 1: “The Hidden Power of Enrolment Systems - Why Hope Isn’t a Strategy.” It’s a masterclass in replacing chaos with clarity and turning your school’s enrolment process into a machine that never leaks potential students.

Finally, I’ve written a feature piece that ties it all together, “Momentum Marketing: Why Consistency Beats Creativity.”

It’s about learning from people like Alex Hormozi and David Goggins, who remind us that action isn’t something you wait for… it’s something you do, especially when it’s uncomfortable.

Plus, check out some cool free bonuses and approved apps we use.

So, whether September blew the doors off your school or you’re still playing catch-up, the mission is the same: don’t stop now.

Let’s make this month one where progress replaces procrastination, and systems replace stress.

Keep pushing forward, stay consistent, and keep the momentum alive.

— David Lowe.

Next month: The Black Friday Campaign Playbook - how to turn one irresistible offer into a full month of growth and retention.

MONTHLY BUDŌ MARKETING GROUP ROUNDUP

A Must Read For An Inside Look

⚡ Inside The Budō Marketing Group Over The Last Month.

Every week, we host 2 live group Zoom calls, "Tech Tuesday" and the "Friday 1% Call"

Here are the picks from the summaries of those calls.

Welcome back to the Budo community.

Each month, I’m blown away by how much progress and creativity our member school owners bring to the table.

This issue captures that perfectly - from procrastination and time to the AI tools transforming marketing to the pricing confidence that’s changing the way schools position themselves.

Think of this newsletter as both your inspiration and your roadmap: real stories, proven systems, and ideas you can act on today. Whether you’re building funnels, refining your pricing, or just trying to stay ahead of the next wave of change, you’re in the right place.

So far, October has been an incredibly productive month across the Budō Marketing group. Between refining AI-driven campaigns, streamlining operations, and tackling real-world pricing and retention challenges, the community continues to level up in both skill and mindse

Here’s your inside look at a few of the live calls that have been happening in the Budo Group this month.

LET'S GO!

Live Zoom Call: Halloween Marketing & AI Tools.

Screen shot from our call.

For Halloween, we looked at internal and external marketing to fill classes and get leads ready not only for the Halloween rush but also to build momentum heading into the new year.

Members used ChatGPT and Canva AI to build full campaigns - from themed graphics, digital posters, and referral programs to automated lead funnels that kept follow‑ups running day and night. The internal focus was on retention and community events, while external marketing attracted new parents and kids from the local area.

This strategy helped schools build a bridge between seasonal campaigns and long‑term planning. By collecting and nurturing leads early, many members now have pipelines full of interested families ready for January sign‑ups. It was a clear example of how creative marketing and automation can combine to make short‑term campaigns drive long‑term growth.

Many schools are looking for record engagement because they've focused on emotion over promotion. Parents and kids connected with the fun, while automation does the heavy lifting - following up leads, booking trials, and nurturing engagement behind the scenes. This same approach can be replicated for any event, turning short-term promotions into long-term growth engines.

Your Key Takeaways:

✅ Combine ChatGPT and Canva AI for rapid campaign creation, internal and external.

✅ Focus on emotional storytelling — not just discounts.

✅ Repurpose templates for Christmas, New Year, or seasonal drives.

✅ Use opt-in funnels to collect leads before every event.

✅ Measure engagement and follow-up response to refine this time next year.

Live Zoom Call: Streamlining Operations & Communication for Retention.

Screen shot from our call.

This month’s sessions revealed a key truth: efficiency creates consistency.

Members learned how to rebuild their Budo Pulse CRM dashboards to mirror their class structures, cleaning up messy automations and eliminating lost leads. When communication aligns with your systems, every part of the customer journey becomes smoother and easier to scale.

We went beyond just setup - diving deep into mapping every stage of communication, from the moment a lead opts in to their first follow-up after attending a class. Ian Over, our automation expert demonstrated how class-specific Groups in Pulse allow for direct communication and tailored automations - reminders, absence follow-ups, and internal notes for instructors - creating a structured workflow that works even when you’re not there.

One of the highlights was the new WhatsApp integration. By consolidating WhatsApp, email, and SMS into one hub, schools can now respond instantly, track every touchpoint, and deliver a truly professional customer experience. It also ensures that nothing slips through the cracks, a common pain point for busy school owners juggling multiple tools.

The message was clear: the simpler your systems, the smoother your business runs. Automation is not about removing people, it’s about empowering your team to focus on what matters most: teaching, relationships, and growth.

Your Key Takeaways:

✅ Map each stage of your customer journey to an automation trigger.

✅ Organise classes as Groups to target messages precisely.

✅ Link each stage of communication to automation triggers.

✅ Save instructor time with automated class updates and notes.

✅ Clarity in communication equals clarity in operations.

Live Zoom Call: Navigate Pricing in a Tough Economy - Expand Your Students .

Screen shot from our call.

Pricing isn’t just about numbers, it’s about positioning, emotion, and belief.

This month’s discussions dug deep into how school owners can align their pricing with the transformation they deliver, not the time they spend.

We dug into the bottlenecks in their curriculum and how by first figuring out where they are, how this can help with retention. Plus, adding more value in their life-cycle will increase your revenue by potentially months, or years! Which can add tens of thousands of pounds to your bottom line. (see screenshot).

The group discussion also explored how value perception is built through storytelling, framing, and confidence, and how small shifts in language and presentation can dramatically change how prospects perceive cost.

We looked at practical ways to demonstrate value before a price is ever mentioned, using authority, testimonials, and social proof to pre-frame every offer.

Members also discussed how to 'anchor' pricing around long-term growth programs, such as Black Belt and Leadership paths, so parents see commitment as a journey, not a purchase.

When your marketing speaks to transformation, confidence follows - and confident instructors naturally attract committed students.

Your Key Takeaways:

✅ Reframe your pricing as an investment in transformation, not a monthly expense.

✅ Lead with emotion and storytelling before revealing numbers.

✅ Use testimonials and visual proof to strengthen perceived value.

✅ Structure pricing around long-term progress programs to build loyalty (add value).

✅ Confidence in your price communicates the confidence in your results.

Live Zoom Call: Instructor Portal Build and Pricing Strategies.

Screen shot from our call.

On 7th October, we focused on something that every growing school needs, a simple, professional way to take payments instantly and keep everyt.hing connected to the CRM.

David walked the group through building a joining and payment page for Ian’s martial arts program, using pre-built sections and manually creating key elements like the QR code and payment options.

Ian explained how his instructors now use this page directly in class on a tablet, with GoCardless handling payments, collecting the first payment instantly and setting up recurring monthly charges. He also showed how his team accesses everything through an instructor portal, a clean, central place where they can manage members and track payments in real time.

The group discussed pricing strategy, agreeing that raising rates and being prepared to lose a few price-sensitive customers actually strengthens the business, because higher-value clients stay longer and respect the service more. During the session, David rebuilt the joining page live and added it as a ready-to-use template inside members’ Budo Pulse accounts, so every school can launch their own version in minutes.

Your Key Takeaways:

✅ Build your own joining and payment pages for instant in‑class enrolments.

✅ Use tablets to make sign‑ups fast and friction‑free.

✅ Integrate GoCardless for automatic recurring payments.

✅ Don’t fear higher pricing - value attracts value.

✅ Access new pre‑built templates inside Budo Pulse for faster setup.

Live Zoom Call: A Financial System That Fuels Stability.

Screen shot from our call.

Financial clarity gives you freedom to lead.

This month’s Friday 1% Calls went beyond simple budgeting, they focused on how to build a financial system that fuels stability, scalability, and smarter decisions.

Many school owners realised that automation isn’t just for marketing, it’s the key to predictable cash flow, better team accountability, and peace of mind.

We discussed how to systemise every part of the business from tax prep to instructor time management. By integrating payment gateways like GoCardless or Stripe directly into their funnels, members eliminated manual billing and reduced late payments.

Automation also created accountability, instructors could now see their class metrics and personal KPIs clearly, allowing leaders to make data-driven staffing and scheduling decisions.

Delegation was another major focus. When owners free themselves from repetitive admin, they can shift their energy back to strategy, growth, and leadership.

Several members reported feeling ‘light again’ after building these financial automations, the difference between running a business and being run by one.

Your Key Takeaways:

✅ Use automation to streamline billing, invoicing, and payment follow-ups.

✅ Create a dedicated tax account to build long-term financial confidence.

✅ Track instructor KPIs monthly to improve performance and scheduling.

✅ Delegate or automate repetitive admin tasks to focus on leadership.

✅ Systemisation isn’t cold — it creates the freedom to lead and grow.

Live Zoom Call: Persistence, Adaptability and Mindset Drives Growth.

Screen shot from our call.

Adaptation was the keyword for October, and it’s what separates schools that stay relevant from those that stagnate.

With Meta’s new algorithm Andromeda rewriting how ads perform, this month’s calls centred on one principle: those who keep learning, testing, and tweaking will always win.

Members shared live campaign data, explored creative testing methods, and compared engagement results across ad formats, landing pages, and nurture sequences.

We highlighted how staying persistent doesn’t mean doing the same thing over and over, it means refining what already works.

When a campaign plateaus, the answer isn’t to start from scratch but to look deeper:

Headlines, imagery, offer positioning, or the follow-up messaging. Several members found that by adjusting tone and personalising automations, their conversion rates spiked without increasing ad spend.

We also discussed the role of mindset.

Marketing success isn’t about perfection, it’s about persistence and pattern recognition. When you track your data, trust the process, and adjust one variable at a time, progress becomes inevitable.

Your Key Takeaways:

✅ Keep testing and refining rather than restarting campaigns from scratch.

✅ Analyse the full journey, ad, landing page, and follow‑up, to find the real bottleneck.

✅ Use AI analytics to identify performance trends and improve response times.

✅ Treat consistency as a strategy, not a trait, the compound effect creates momentum.

✅ Progress comes from persistence plus intelligent adaptation, never from luck.

If you’ve been inspired by what you’ve read in this issue, from automating communication and tracking KPIs to building funnels and AI‑powered marketing campaigns - everything you need to put it into action is already waiting for you inside Budo Pulse.

It’s the all‑in‑one CRM and automation platform designed specifically for martial arts schools. With ready‑made funnels, lead workflows, WhatsApp integrations, and campaign templates, it’s the engine that powers every success story in this newsletter.

Book Your Free Budō Discovery Call

Every Month You Get Special Articles From The Admin Team That Will Help You Crack The Code On Your Marketing Strategies.

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🧠 Overcoming Procrastination: The Martial Arts Business SILENT KILLER

by David Lowe - Budo Founder and CEO

Procrastination is one of the silent killers of progress.

It’s not laziness, it’s hesitation disguised as caution.

In martial arts business, it shows up as:

“I’ll update the website when I have more time.”
“I’ll start automating once the next intake finishes.”
“I’ll post more content when things quieten down.”

We justify the delay, but deep down we know, we’re avoiding discomfort. Procrastination is the brain’s way of staying safe by trading long-term reward for short-term relief. In business, that trade can cost you months of growth.

Why Martial Arts School Owners Struggle With It

📌 Perfectionism disguised as professionalism - we chase the perfect plan instead of progress.

📌 Overwhelm - too many moving parts and competing priorities make starting feel impossible, creating a cycle of indecision that drains energy before real progress begins.

📌 Fear - of tech, of rejection, or of getting it wrong.

📌 Lack of accountability - no one’s watching, so nothing moves.

📌 No visible quick wins - the brain loses interest when reward feels far away.

The truth? Momentum cures procrastination. Once you take a small step, the next comes easier - because dopamine rewards motion, not intention.

The Budō Way: How to Overcome It.

Shrink the Task:
Break big projects into 15-minute actions. Small wins trigger dopamine - the chemical of progress.

Schedule, Don’t ‘Hope’:
If it’s not in your diary, it doesn’t exist. Protect two 45-minute “marketing sprints” each week.

Use the 2-Minute Rule:
If it takes less than two minutes, do it now. Fast action builds focus.

Create Accountability:
Leverage the Budō community - post your goals in Skool or join the weekly calls. Public commitment drives follow-through.

Reward Action, Not Perfection:
Celebrate doing, not just finishing. Every task completed tells your brain, “Action feels good.”

Bonus: The 3-Step Momentum Challenge

Step 1: Choose ONE marketing task you’ve been avoiding.

Step 2: Spend 25 focused minutes completing it - no distractions.

Step 3: Share your win inside our Skool Community. Progress, not polish, is the goal.

When members complete this simple challenge, something changes, hesitation turns to motion, and motion creates momentum.

Now you have a plan for yourself.

Let's flip this on it's head.

🎯 Using Procrastination in Your Marketing to drive lead generation.

Your prospects procrastinate too.

They know they should enrol their child or start training, but fear or hesitation holds them back. That’s where empathy-based marketing shines.

Reflect their hesitation, then position your offer as the solution.

Here's how to do it:

Turn “Procrastination” into a mirror: “You already know what to do, but you’ve been thinking about it instead of acting.”

Frame your offer as the cure: “Procrastination disappears when your school's marketing system runs automatically - follow-ups, reminders, and leads managed without you having to chase.”

Use relatable storytelling: “Sarah had been thinking about enrolling her son for months. She kept waiting for the ‘right time.’ One quick message later, she booked a free trial, and within a week, he was beaming in class and she wondered why she hadn’t done it sooner.”

Add ethical urgency: “Everyday you wait is a day someone else takes your spot and starts their own journey.”

Procrastination is natural - but it’s not permanent. Replace hesitation with habit. Replace intention with implementation.

✅ Acknowledge the struggle.
✅ Show how your system eliminates it.
✅ Give them a small first step, then celebrate the motion.

Marketing with procrastination isn’t about guilt, it’s about momentum with empathy.
Because success doesn’t come to the fastest, or the loudest, it comes to the ones who simply start.

💡 Want More?

If this got you fired up and you want to see how we turn roadblocks into real leads, and real growth;

➡️ BOOK A CALL NOW

Or better yet, join us inside the Budo Marketing Group. Because here, we don’t just talk about growth. We build it, one problem, one solution, one system, at a time.

FREE GUIDE

Procrastination Marketing GuideClick To Download

🥋 THE ENROLMENT BLUEPRINT SERIES – MASTER EDITION

Part 1 – The Hidden Power of Enrolment Systems: Why Hope Isn’t a Strategy

by Ian Over - Budo Admin and UK School Owner (Ian runs his school from his home in Spain!)

The Truth: Most Schools Don’t Need More Leads - They Need a Better System.

Many martial arts school owners believe that more leads will solve their problems.

But in reality, the biggest leaks aren’t at the top of the funnel, they’re in the middle. Leads arrive but never convert. Trials happen but never follow through. Parents express interest but fade away.

The truth? You don’t need more people to talk to, you need a better way of guiding the ones you already have.

The gap between a 50-student school and a 150-student school rarely comes down to ad spend. It’s about structure, how well you move prospects through each stage:

interest → trial → enrolment → retention.

Every unstructured process leaks energy, time, and opportunity. When communication is inconsistent and follow-ups are delayed, even your best leads quietly disappear.

🔍 The 5 Most Common Enrolment Leaks:

Untracked Enquiries: Messages, DMs, and calls that never make it into a system.

Slow Response Times: Parents expect replies within minutes, not hours.

No Nurture Flow: Leads who “ghost” because they never received a structured follow-up.

Inconsistent Sales Process: Every instructor says something slightly different.

Weak Retention Hand-Off: Students join but drop out early because nobody continues the personal connection.

These aren’t marketing issues, they’re systems issues.

Fix them, and your conversion rate doubles without increasing ad spend. How do we know this? We've seen the results in the Budo Group.

⚙️ Why Systems Create Confidence - For You and Parents:

Parents can feel when a school has structure. From the first enquiry to the follow-up message after class, your process communicates far more than your pitch ever could.

Professionalism: “They’re organised, my child will be safe here.”

Care: “They remembered my child’s name and goals.”

Predictability: “This school knows what it’s doing.”

A well-designed enrolment system builds trust before a single sale. It tells parents you’re not just another after-school club, you’re a professional learning environment that values communication, care, and consistency.

And for you? It’s peace of mind.

A reliable process removes guesswork, letting you focus on understanding marketing, and what you do best, teaching and inspiring students.

🔗 Building a Simple, Predictable Enrolment System:

A great enrolment system doesn’t have to be complicated, it just needs to be consistent.

Here’s the blueprint we teach inside the community:

✅ Instant Response: An automated text or email within seconds of enquiry.

✅ Structured Pipeline: Every lead visible in stages — New → Trial Booked → Attended → Enrolled.

✅ Automated Nurture: A three-week follow-up sequence that re-engages leads who go quiet.

✅Friction-Free Enrolment: Digital contracts and payments — no lost forms, no awkward delays.

✅Performance Tracking: Data showing which instructors, ads, or offers convert best.

When you know exactly where every lead stands, you can take control of your growth. Every message sent, every follow-up triggered, every reminder delivered, it all compounds.

Your enrolment system isn’t just a process, it’s a mirror of your leadership.

Thanks, Ian.

Magic Marketing Newsletter SPECIAL FEATURE Article

Momentum Marketing: Why Consistency Beats Creativity

Special Article by David Lowe - Budo Founder and CEO

The Myth of Perfect Conditions.

If there’s one universal trap that stops martial arts school owners from growing, it’s waiting for the perfect time to start.

“I’ll relaunch my ads when things quieten down.”

“I’ll automate my CRM once I’ve hired someone to help.”

“I’ll film new content when I finally have better lighting.”

But here’s the truth, perfect conditions don’t create progress; progress creates the conditions.

Entrepreneur and author Alex Hormozi said it best:

“People think they need perfect conditions to start, when in reality, starting is the perfect condition.”

Every big breakthrough begins the same way - with an imperfect first step. Your business doesn’t grow because you wait for the right setup; it grows because you do what’s required now, not later.

The Call to Action Mindset:

Alex Hormozi often says, “There’s work to do, and when work is staring you in the face, it’s saying, ‘No one else is going to do it.’"

That’s the truth of entrepreneurship, leadership, and martial arts alike.

You can’t delegate discipline.

Instructors know this instinctively, you can’t “wait” to get fit; you train. You can’t “plan” confidence; you practice.

So, I've asked myself many times over the years; why do so many school owners treat their marketing differently?

Remember, I taught professionally and had 6 locations and then built one of the largest UK distribution companies, Bytomic. So I've been there.

The difference between a black belt business and a white belt one isn’t knowledge, it’s execution.

Every time you take action when it’s uncomfortable, you train the same mental muscle that turns students into champions.

Goggins’ Rule: Do What Is Required:

As David Goggins says:

“No one is going to come help you. No one’s coming to save you.”

That’s not pessimism, it’s power. Because once you accept that, you stop waiting and start working.
You realise that “motivation” isn’t a spark you wait for, it’s a side effect of doing the work.

The days you least want to act are the days that shape you most.

That’s true for your body, your students, and your business.

Why This Matters for You

Some of you might think your website is “doing fine.” But compared to what we’re seeing with our Budo Hubs + AI playbook system, traditional websites are dinosaurs. We’re talking 4x better conversion rates.

Real marketing strategy baked into every page. And funnels that work with, not against, your school’s growth.

This is the future of martial arts school marketing. And it’s already live for Budo members.

🔥 Don’t get left behind. The schools that adapt first, win first. 🔥

See you on the AI side 🤖

PS: Book a call with me if you like this Halloween Class Booking Template design and want it?

The Discipline of Doing

Marketing isn’t a single campaign, it’s a practice.

The same way martial artists master forms through repetition, business owners master growth through consistent implementation.

Stop trying to feel ready before you start.

Because readiness isn’t a feeling - it’s a result of movement.

As Goggins says, “The only way to move forward is to do what is required.”

And as Hormozi echoes, “Action is the gateway to clarity.”

🧩 Takeaway: Build Your Momentum Marketing Habit:

Start now, not later. The first imperfect step is the most important one.

Focus on consistency, not complexity, one system at a time.

Automate to eliminate excuses.

Measure progress weekly.

Celebrate implementation, not ideas.

If you’ve been waiting for the “right time” to fix your marketing, this is it.

Start with one small action today — send the email, post the story, set the automation — and build from there.

Because the perfect condition to start isn’t waiting ahead of you.

It’s right now.

Thanks, David.

3 Quotes from Alex Hormozi

“If you need perfect conditions to start, it means your success is conditional. If you want unconditional success, be willing to start under any.”

“A hundred imperfect actions will always beat one perfect plan.”

“Action precedes clarity, movement reveals what thinking alone never will"

3 Quotes from David Goggins

“When you think you’re done, you’re only 40% of what your body and mind are capable of.”

“You are in danger of living a life so comfortable and soft that you will die without ever realizing your true potential.”

“The most important conversations you’ll ever have are the ones you’ll have with yourself.”

Each of these truths above circles back to one lesson:

Action creates momentum, and momentum compounds. Start before you’re ready, and keep showing up, because the only wrong move is not moving at all.

“Action precedes clarity, movement reveals what thinking alone never will"

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Meet The Team Behind the Magic...

Budo Marketing isn’t run by theorists, it’s built by real martial arts school owners in the trenches every day. Leading the charge is David Lowe, founder of Budo and the strategist behind our CRM, automations, and AI-powered campaigns.

Alongside him are three industry powerhouses: Ian Over of TR Martial Arts (the systems guy with a knack for scaling without the chaos), Darren Hunter of Solo Martial Arts (a master of community-driven growth and organic strategy), and Geoff Cielo of King Tiger Martial Arts USA (our tech-savvy coach who once booked trials from his car using a single automation).

Together, we test everything before we share it, so what you see in this newsletter isn’t theory, it’s field-tested and results-backed.